Resignifying and making Japanese food accessible for new audiences

Agency ︎︎︎ Brainbox

Role ︎︎︎ Head Designer

During the early 2010s, brazil was flooded by a new wave of japanese restaurants, all with the same concept and very similar visual identities, all evoking japanese tradition. Many Brazilians are not familiar with Japanese culture and felt intimidated to go to these restaurants, not knowing how to use chopsticks or things like that, and Wikimaki was not much different. To break with this stigma, we created a simple and relaxed visual identity based on the concept "Japanese food your way".


The rebranding also worked on the meals served, by creating a new tableware inspired by street food for a more casual product presentations.

The decor of the stores is fun and relaxed and makes reference to butcher and hamburger shops.

The uniforms are also inspired by the world of street food and butcher shops.