Case Study — Brand Identity
Two sister restaurants, one name, no shared identity for delivery. Kumo Izakaya and Kumo Sushi sat side by side in spirit but showed up as two separate, disconnected brands the moment food left the building.
Two venues, one Kumo. Delivery didn't need two brands competing for attention, it needed one strong identity that carried both menus.
Kumo Express adapts the existing Kumo mark - the same visual system already shared across Kumo Izakaya and Kumo Sushi - into a standalone delivery brand. The express variant draws from Shodo, the traditional Japanese brush calligraphy art form, bringing a fluid, energetic quality to the mark that speaks to both speed and Japanese heritage. A colour palette built around those two ideas - the roots of the brand and the urgency of delivery - ties the system together: one clear Kumo, extended.
