If you spend time around Gardena or Long Beach, you may’ve seen (or even tasted) the first few stores of Japanese import, Tokyo Bento. A concept by Dream Dining, a successful and well-known company in Japan, their team approached us to help them crack the US market with a new fast-casual concept. That process began with a brand story that educated customers on the differences between the bentos we’re familiar with and the traditional Japanese style, and then translated the brand personality into design. Tokyo Bento has big plans for rolling out more locations, so we’re excited to see it grow and develop.
Of course, the first order of business was to create colors and type that reflect the casual style of service that also tipped its hat to the nostalgia felt by those who grew up with homemade bentos. We created the origami pieces to capture the whimsical personality and also showcase the company’s Japanese roots. It provided the perfect graphic backdrop to their minimal collateral: menus, wax paper for service and the bento builders’ uniforms.
We also created an instructional (and fun!) menu graphic that would be easy to understand as customers got acquainted with what Tokyo Bento’s meals were like and how they could be customized. Besides serving a more traditional bento, Tokyo Bento also offers several sauces with an international flair that really elevates the whole situation. Have you visited yet? Our favorite is the portobello mushroom on the unbelievably soft, sweet bao bun, topped with the Peruvian Salsa sauce. So insanely craveable. The only downside is that they don’t have more locations….yet.