Koosan

Services:

  • Branding

  • Graphic Design

  • Website Design

  • Stationery Design

Overview

Koosan isn’t just a restaurant, it’s a heartfelt celebration of culinary heritage, rooted in the fusion of Chinese and Japanese traditions. The story starts in the 1920s, with Shoubai, a Chinese student in Japan whose love of Japanese cuisine inspired a family custom: blending Japanese culinary techniques with Chinese flavours. His grandson, Kan Koo, now carries this legacy forward in the UK with Koosan.

Brand Strategy

The goal was to create a brand identity that honours this cross-cultural story, combining authenticity with modern appeal. The branding highlights heritage, craft, and the artistry of Asian cuisine while inviting a contemporary audience. Every detail, from the typography to the colour palette, flowed from our mantra: “blending two cultures, one story.”

Design Approach

The logo features a vibrant, illustrated portrait of Koosan’s founder, an homage to his roots, framed by clean lines reflecting Japanese minimalism. Warm reds evoke energy and heritage, while calm blues convey harmony and precision. The unified brand identity extends across all platforms, including digital and print, social media, and promotional materials.

Outcome

Koosan’s updated brand identity captures a family’s culinary journey, blending tradition with innovation through cohesive design and storytelling. The fusion of classic and modern elements sets the restaurant apart as a true celebration of culture and creativity.

Logo with a stylized man wearing sunglasses and a traditional Asian headdress, with the text 'KOOSAN' and 'FROM THE ORIENT WITH LOVE' and Chinese characters below.
Stationery set including two blue pens, two white envelopes with blue and orange flaps, a business card, and an envelope, all featuring a logo of a man's face with sunglasses and a goatee, on a dark blue surface.
A sign for KOOSAN with a logo of a man with sunglasses and a goatee, and the text "FROM THE ORIENT WITH LOVE" and red Chinese characters.
Person holding a white card with a logo of a stylized man with sunglasses and topknot hairstyle, accompanied by the words 'KOOSAN' and the tagline 'FROM THE ORIENT WITH LOVE' in blue text, and red Chinese characters beneath.
Open branding guide booklet with a cover featuring a stylized illustration of a man with sunglasses, a goatee, and a bun, along with the text 'KOOSAN FROM THE ORIENT WITH LOVE'. The booklet is lying on a light blue surface, with the front cover visible beneath an open spread showing handwritten-style text and images of a person cooking.
A man preparing sushi at a sushi bar with Japanese lanterns in the background.

Two cultures, one menu