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Cho Cho San

Hospitality branding refresh

Cho Cho San is restaurateur Sam Christie and chef Jonathan Barthelmess’ latest restaurant, it’s inspired by Japanese food and is not restricted by traditional methods or ingredients.

The challenge

Sam Christie (Longrain) and Jonathan Barthelmess (The Apollo) asked us to refresh the Cho Cho San brand to align with the interior design, food experience and brand story. Our aim was to manage the consistency of the brand application inside the restaurant and for external marketing.

Our approach

We explored the tragic story of Cho Cho San in Puccini's Madame Butterfly depicting the Butterfly motif upside down. We aligned and refined the typography in the logo with the circle pattern in interior design and explored the Japanese concept of Wabi Sabi - a world view or aesthetic centred on the acceptance of transience and imperfection.

The result

The brand refresh has been rolled out across signage, menus, gift cards, websites and social media. Cho Cho San was awarded 5th best restaurant in the world 2015 by Monocle magazine.




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