The primary goal of this project was to develop a refined visual identity for Arigato, a restaurant and Japanese tea house concept located within Soya Nutribar, focusing on elevating its menu presentation and overall brand experience.
Our approach began with an in-depth study of the brand, leading to the proposal of a Japandi-inspired aesthetic rooted in Japanese minimalism. The visual direction focused on simplicity, functionality, and a calm atmosphere, incorporating elements of wabi-sabi through subtle imperfections and organic compositions.
The shoot was executed on location, inside the tea room, using the existing space and materials available. Elements such as natural surfaces, tea leaves, and traditional textures found within the environment were intentionally incorporated to reinforce authenticity.
Lighting was achieved through a combination of natural light and controlled studio techniques, recreating soft shadows and a light, airy mood that enhances the sense of balance and tranquility.
The photography emphasized macro details, action moments, and the organic textures of the ingredients, creating a visual narrative aligned with the brand’s identity.
The final images were developed primarily for the brand’s printed menu, covering both the restaurant and the Japanese tea house, delivering a cohesive visual language that enhances the customer experience and strengthens brand identity.
View the new menu here.
