MARU UDON
Chain of udon restaunrat
Background:Executive Chef Shinya Hongo, born and raised in Tokyo, has explored diverse cultures around the world traveling with his father to the US mainland, India, and Hawaii before arriving in Dubai six years ago with a clear mission. “Japanese restaurants here are either uber-luxurious or expensive,” Chef Shinya explains about the Japanese dining scene in Dubai. “People end up paying a lot for Japanese food. My owner envisioned offering it more as affordable street food, so we opened this restaurant,” he says, referring to Maru Udon.
The Challenge:Dubai a city of nearly 4 million people from 192 nationalities hosts 142 Japanese dining spots, marking a 175% increase over the past decade. With such rapid growth, standing out in the Japanese culinary landscape presents a significant challenge.
The Idea:
We crafted the Maru Udon logo to embody a distinct Japanese identity. Just as Japanese cartoon characters are instantly recognizable, our logo was designed in the unmistakable style of Manga. To complement this, the entire brand identity embraces Manga’s vibrant aesthetic.
Japanese pop culture is filled with iconic Manga heroes beloved characters recognized across the globe. From the mighty to the miniature, these heroes all need fuel for their adventures, and we imagined they turn to udon for sustenance. Inspired by this, we illustrated Chef Hongo as the Maru Udon character, proudly presenting his handmade udon alongside familiar Manga-style heroes enjoying a delicious bowl.
This identity marries authenticity with whimsy, creating a brand that celebrates Japanese street food with a playful Manga twist.
Full on branding