Kenji Tei brand identity

How the Japanese live so long is no secret — it’s because they eat well and take it easy. Kenji Tei Ramen House takes their cue, serving plain and simple authentic ramen that stands out from today’s menu of commoditised cuisine.

Kenji Tei’s noodles are homemade with you in mind, because they know that honest, quality food and fresh ingredients are best for the long run, in life and in business.

It’s the same with Kenji Tei’s brand. We give you a taste of Kenji Tei as they are, without drowning them in sauce and seasonings. Three colors are enough: red, white, and black. The logotype is influenced by Japanese calligraphy.

Kenji Tei brand identity

Kenji Tei brand identity

The overall result is classy, but inviting. Deep red accents stoke the appettite, along with graceful, noodly lines that go with Buensalido+Architects’ clever interior design. A cheerful logo mark is the last word: come on in!

Kenji Tei brand identity

Kenji Tei brand identity

Kenji Tei brand identity

Kenji Tei brand identity

Kenji Tei brand identity

Kenji Tei brand identity

Kenji Tei brand identity

Kenji Tei brand identity

Buensalido+Architects (interior design)
PhotoKitchen (food photography)
Mitch Mauricio (photography)

Kenji Tei brand identity

Vgrafiks elsewhere on Identity Designed: Buensalido+Architects.

View more brand identity work on the Vgrafiks website. Follow Vgrafiks on Twitter.


December 4, 2012


Tasty! And I love the layered ceiling. I’m not so fond of the cheerful logo mark which I find more comical than playful and a little out of tune with the rest of the brand. As the credit indicates, the branding is really a combination of architecture, graphic design, and photography (food and otherwise). I feel that the latter in this presentation contributes the most to define maybe not the brand but the place. I would have loved to see more from the graphic design, for example the menu and some signage.

I agree with Christian, I would have liked to have seen more of the graphic design process and execution.

As it is, the outstanding part for me is the beautiful interior design, closely followed by the evocative photography. Sorry, but the wordmark fades into the background a little. I also agree with Christian about the little logo mark – it just seems out of place.

I also don’t like the placing of the Japanese script at the top right of the wordmark. It seems awkward both in placing and size. The wordmark itself is fine and does evoke Japanese calligraphy.

There’s something about the whole concept that seems a little uneven for me, especially the copy, although that may be because I’ve lived in Japan for so long. Living in Tokyo, I don’t see too many people ‘taking it easy’, for example. Similarly, the ‘honest, quality food and fresh ingredients’ gives an impression of simple food, which ramen is, and that jars a little with the claim that it’s an ‘incomparable culinary experience’.

Consumers would probably find it appealing, and probably wouldn’t spend long reading about how the humble noodle is an art form.

I really like this. I think the wordmark is friendly and open and the logo suits it. I’d certainly drop into this restaraunt if I didn’t know it, based on the exterior signage – they make it look welcoming and modern to my mind. I like the logo so much I might have used it on the crockery and linen, and possibly taken the frame of it and used it on menu elements perhaps.

It’d be nice to see the menus etc. so we see more of the graphic design elements.

Love it, spot on. Agree would be great to see more. I think the font contrasts the mark and overall feel perfectly.

Side note, restored my faith David, thanks ;)

I actually like the logo. The rest of the brand identity seems fairly refined but the playfulness of the logo helps to lighten up the mood a bit. However, I also wish that they’d shown the menu. I like the black and white photography for the interior shots contrasted with the color photography for the food. All in all, it looks like a cool place to grab a bite.

I love the simplicity of the logotype – I think it works rather well.
I also like the playfulness of the logo mark as Natasha pointed out, it does lighten up the mood and adds a touch of fun to the brand.

The interior and photography is spot on! Would love to see more of the graphic design elements to really appreciate the overall branding.

I like the direction this was heading, but I believe a keener eye for detail could have really brought this all together perfectly.

For example, the calligraphy type has tremendous potential (and I do love the way it contrasts with the tagline typeface), however some elements seem a bit off. In the word “Kenji,” some letters such as the K, J and I have more realistic calligraphic attributes, while the E and N seem to look more like thick blobs that don’t seem to match properly.

I also think it would have been much better had the two E’s and I’s looked identical. I understand the handwritten feel, but it seems like consistency was jeopardized in the process.

Beautifully executed, I’m a sucker for Japanese design, in fact anything related to Japan. I like the contrast of structured type, rigid columns against the flowing ramen, and assorted meats and the like.

In the tool box, two typefaces Kenji Tei Headlines/Body copy is shown. But in the rest of the designs a completely different typeface is used. Did I miss something here?

Agree that the logo elements seem a bit separate. The little icon man may have worked in there. On the shop facia I would definitely have a strip of frosting on the glass at ground level to hide handbags, dirt, shoes and the inevitable tide mark from the floor mopping. It will look cheap and nasty very soon!

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