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London W2 6LG
Telephone: 020 3176 2040
info@formatdesignstudio.com

Umami

Brand Identity

Umami is a new Pan-Asian restaurant located
in Kensington, London. We were asked to create
the brand identity and implement it across all
print and digital communications.

With a menu inspired by four Far Eastern cooking
styles, we devised an icon to represent these and
also demonstrate the fusion of these delicate and
authentic tastes from Thailand, Malaysia, Indonesia
and Vietnam. A simple sans serif typeface was used
to compliment the symbol and this was then laser
etched onto the dark ash menu covers. We also
produced and art directed a photoshoot creating
an image library of key dishes for the marketing collateral.