Saikō is a sushi restaurant in Edenvale, entering a market where one sushi spot can easily look like the next. The client wanted something different: a brand that felt raw, bold and closer to Tokyo street culture than traditional Japanese minimalism.

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My role was to take that direction and turn it into a complete brand world. Inspired by Japanese street art and underground culture, I developed the visual identity around bold type, illustration, texture and contrast, giving Saikō a look and personality that could carry across every touchpoint.

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I designed the logo system, packaging, menus, and supporting brand elements, then extended the identity to a full website so the experience felt consistent from finding Saikō online to sitting down at the table.

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The goal was to give a local sushi restaurant a distinctive identity that felt as bold and memorable as the experience itself.