Gintei
Interactive design for an authentic Japanese sushi restaurant
OVERVIEW
GINTEI SUSHI is an authentic Japanese sushi restaurant located in San Bruno, CA. This brand redesign aims to create a modern look that merges with Japanese traditional culture and stands out in the market. The result includes a logo redesign, an interactive menu on a tablet screen, a website, print and online ad units, in-store display, business cards, and marketing collaterals
MY ROLE
Market Research, Branding, Interactive Design, Prototype
TIME
October 2019 - December 2019
TOOLS
Adobe XD, Adobe After Effect, Illustrator, Photoshop
ABOUT
GINTEI
GINTEI SUSHI is a traditional Japanese cuisine serving omakase-style sushi with fresh fish from Japan’s esteemed Tsukiji market. With high-quailty fish, elegant ambiance and attentive service, GINTEI SUSHI is the 2019 MICHELIN Guide sushi spot.
POTENTIALS
OF REBRANDING
Logo & Menu
The current branding of GINTEI is traditional. The handwriting menu is not consistent with branding.
Interactive design
The menu could be interactive with educational of the fish.
Website
The website lacks of design on menu and reservation page.
”
FINAL
DESIGN
01
Web pages
There’s a reservation system that shows the eight-seat dinning system, so customers can get excited about this exclusive dining experience. Customers can also select the seats they prefer in advance for a better experience with the date and time.
02
Tablet menu interaction
Customers can explore the name and information about the fish and omakase< sets on the interactive menu. It creates a fun interaction with the customers and helps them understand the fish they are having and why the chef serves the nigiri that way.
03
In-store display
The in-store display menu highlights today's special that attracts the customer. The ocean behind the nigiri indicates how fresh is Gintei's fish.
RESEARCH
Target market
The target market is based on my observation when I dined in at the restaurant. The price range of Ginti is medium to high, compared to other sushi restaurants that serve sushi and omakase.
Gintei's target market's age range is 25 and above, working professionals with income above average in the San Francisco Bay Area. They like to dine-in authentic Japanese traditional restaurants and experience the atmosphere and cuisine. Gintei is a Michelin guide restaurant, which attracts local foodies or gourmets who want to try a Michelin guide restaurant.
Inside the restaurant
The interior gives off a quaint upscale vibe, with dramatic pressed-tin ceilings and a coveted eight-seat counter. It’s known as a reservations-required must for omakase enthusiasts, with deeply hospitable service. The food is served with an aesthetic display.
BRANDING
ITERATIONS
Moodboard
Logo Variation
BRAND
GUIDELINE
Logo
Clearspace
Minimum Size
Typography
Color
Iconography
MARKETING
COLLATERALS
REFLECTION
Besides the interactive menu and website reservation system, the order-to-go and delivery service is popular nowadays. I'd like to interview more customers and sushi lovers to determine the pain points when they order sushi for takeout. My goal is to add the ordering function with user friendly designs for Gintei’s target customers.
