Xina Sushi Bar
A successful Chinese and Japanese fusion restaurant in need of a rebrand that matched its glowing reputation.
Xina is a popular restaurant known for its sushi. When owner Rick Lee launched his restaurant, he worked quickly with what he had on hand to create a serviceable brand. After a few years of wild success, however, he decided that he needed to bring the visual brand up to the same level of quality as the food, decor, and service. In order to do so, we focused on creating a custom word mark that uses a constant angle to capture the elegance and precision that goes into the craft of sushi. The playful side of the restaurant is represented by a charming twin fish icon, which, besides its obvious link to sushi, is the Chinese symbol for good fortune and abundance. The rest of the identity is tied together with traditional Japanese patterns and a modern, youthful color palette.