Wabi Sabi japanese restaurants chain

July 2018

POPAI Russia Awards 2019: Retail Branding, 1st place

POPAI Russia Awards 2019: Retail Branding, 1st place

Wabi Sabi, chain of Japanese restaurants, opened in Moscow in 2007, has grown into franchising in a few years. In 2018 the company asked LINII for a rebranding.

POPAI Russia Awards 2019: Retail Branding, 1st place

POPAI Russia Awards 2019: Retail Branding, 1st place

Wabi Sabi (translated as humble simplicity) is a Japanese philosophy that means a deep connection with nature and the enjoyment of imperfect things.

However, the brand with this name lost its face and began to be perceived as an ordinary chain cafe, where there was no spirit of Japan. So we decided to bring Wabi Sabi back to its roots, adding authenticity to it.

The visual concept was inspired by the Japanese quarters with their light signs and mostly vertically oriented composition which is unusual for the European eye. Asymmetry also breaks in rhythm and a combination of such materials as fabric and concrete adds contrast in textures. LINII designers deliberately put a little negligence in logo that refers to the principles of Wabi Sabi.

For the color palette a combination of warm concrete and bright coral was chosen. We also made a separate project with series of interior posters, for which we invited the famous artist Dmitry Kavko.