I helped the brand new restaurant Aging Sandwich, with the development of its visual identity.

The restaurant is founded by Ayumi Hayasaka, who is also behind the bar and restaurant “Haburashi Beer and Potatoe” in Tokyo. The concept of the restaurant is firstly to make Japanese sandwiches, but secondly to support the growing elder workforce in Japan - hence the name "Aging Sandwich", and use of dried ingredients in the food.

“The goal is to create a restaurant, where you get delicious sandwiches, but also to make a space where generations can meet” - Ayumi Hayasaka.

We wanted to design an entire universe, for the main characters to live in - and from which the rest of the identity can develop. Together, we decided on a framework- certain things to consider like the number of characters and purpose/use of the design. Secondly, their team gave me a deep insight into the business, dreams, hopes, food concept and presented the sandwiches down to individual ingredients level.

Hayasaka gave me the freedom to experiment, explore and develop the characters and let the universe unfold itself - and I absolutely love our results.