Two New Brands for Morimoto

In 2013, Morimoto came to us with two new concepts for new restaurant brands: a short-order restaurant that would appear mostly in airports around the world, and an "art restaurant" in the Tribeca Canvas neighborhood of Manhattan that would serve fusion food based on Japanese cuisine and American comfort food. Thomas Schoos worked with me to create logos for both.

Skewers

On the left side of the image below are my preliminary comps for the new logo. On the right and at the bottom are the final versions.  My favorite was the version on the bottom left with skewers forming the letter "W". Unfortunately, the client does not always agree with the designer's preferences.

The photos below show how the logo was used in one of the restaurants. As you can see, both the horizontal and vertical versions were both needed.

Tribeca Canvas

Tribeca Canvas was to be an "art restaurant" that was covered with huge original paintings on canvases that draped the entire interior of the restaurant. To create an artsy vibe, I designed a logo that gave the impression of being painted with a paintbrush. Below are my rendering and the sign as it appeared on the front of the restaurant.