Challenge

With sister restaurants in Japan, EN is a unique restaurant in New York’s West Village that combines the very best of Japanese pub fare and traditional Japanese home cooking. Mucca Design was invited to build an identity for the restaurant that would communicate its commitment to freshness and quality, its traditional roots, and its refined yet relaxed atmosphere.

Action

EN’s elegant simplicity and laid-back ambiance inspired us to create a brand identity based on the notion of a Japanese brasserie. To reflect that quality we created a rough-hewn logo with the look of a traditional Japanese seal. We used various methods to apply the logo, including stamping, letterpress printing, and burning it onto wooden menus and chopsticks—even a couple of unruly interns—using a hot metal brand.

Results

A combination of elegant typography and natural hand-crafted materials conveyed the essential values of this atypical Japanese boîte that serves home-cooked food in a stunning environment.

Recognition