Samurai Japanese Cuisine Branding

  • The branding of Samurai Japanese Cuisine in Yerevan is based on the brand concept of samurai fish characters ready 
    to scarify themselves to serve the customers the freshest sushi and other delicious food from Japanese cuisine.

    Our objective was to create a new brand identity that would attract new customers, especially young people 
    and opinion leaders who might be shocked by the identity. 

    The team came up with the idea of samurai fish who commit hara-kiri to satisfy their Emperors, i.e. their customers. 
    This unusual Japanese ritual and the peculiarities of Japanese cuisine inspired the designers to create four characters 
    of self-sacrificing fishes; Tuna, Shrimp, Octopus and the Conger.

    A simple typographic solution has been given to the logotype of the brand. A Latin font was stylized to create a visual 
    connection with Japanese calligraphy and to pass on a taste of Japan.

    To emotionally connect with the visitors and communicate the message of self-sacrificing fishes we created stories; 
    the philosophical thoughts of the master fishes.

    Client: Samurai Japanese Cuisine
    Art Director: Varduhi Antonyan
    Illustrator: Varduhi Antonyan
    Graphic Designer: Haykaz Khroyan
    Copywriter: Milena Sarukhanyan
    Photographer: Arnos Martirosyan

  • Being unbelievable fans of sushi, our team knew the importance of impressing customers with unique product packaging. So they designed a special delivery box that contains sushi and rolls, chopsticks, wasabi, gari and soy sauce – a true paradise for sushi lovers.

  • On other printed materials such as the menu and the business card a fish squama has been used 
    as another design element of the brand visual identity. 


  • A hand-drawing technique has been used combined with the digital art for illustrating the original characters of samurai fishes.

  • These philosophical thoughts were also translated into Japanese language and together with the characters’ illustrations found their special spots in the form of canvases on the walls of the restaurant.

  • There is also a tearoom in the Samurai Japanese Cuisine used for tea ceremonies for which the team of designers created a beautiful illustration inspired by the famous print “The Great Wave off Kanagawa” by the Japanese artist Hokusai. The same illustration was used to create a packaging design of tea 
    containers to be placed in the tearoom.