Ōmakase is a Japanese fine dining experience with a difference. Located in Hong Kong, it offers the ritual, intimacy, and discipline of traditional omakase service by day, and by night, it shifts. Lights dim. The bass drops. The energy changes. What begins as a quiet masterclass in precision becomes something far more atmospheric.
This duality is what makes Ōmakase unique. It’s Tokyo’s calm colliding with Ibiza’s chaos. And the brand needed to reflect that contrast in every detail. When the team approached Seven52, the brief was clear: create a brand identity that feels minimalist and elevated, but with an undercurrent of movement. A brand that can speak softly at noon, and command a room by midnight.
The challenge was to design a brand that holds two identities at once without feeling fractured. Ōmakase had to communicate purity, refinement, and attention to detail, while also signalling its shift into a darker, more electric mood as night falls.
We created a visual identity rooted in restraint. The logo is clean and deliberate, built with the same intention as a sushi master’s blade. Negative space plays a central role, giving the brand room to breathe and letting the experience speak louder than any design flourish.
The colour palette is stripped back, monochrome foundations with deep, ambient accents that come alive after dark. Typography is crisp, minimal, and precise, designed to echo the focus and balance of the food. Subtle graphic language introduces rhythm and flow, hinting at the venue’s shift into sound and light as the evening progresses.
We delivered a full brand identity system for Ōmakase, built to move effortlessly between day and night. The brand guidelines included logo variants, colour applications, spacing systems, type hierarchies, and usage across print, digital, and spatial environments.
The system was designed to feel understated during lunch service and atmospheric at night. From chef’s menus and signage to DJ set promotions and after-dark menus, the brand is able to stretch and adapt without losing its centre.
Tone of voice was also carefully developed to match the venue’s rhythm. By day, the language is precise and respectful. By night, it becomes more expressive, immersive, and evocative, always maintaining the brand’s quiet confidence.
Ōmakase doesn’t follow a traditional format, and its identity doesn’t either. It’s calm and curated by day, bold and kinetic by night. The final brand system captures that evolution, offering just enough edge to intrigue, without losing the sophistication that sits at its core.
At Seven52, we design brand identities with range. For Ōmakase, that meant creating a visual and verbal language that could live at both ends of the spectrum, stillness and sound, precision and pulse.
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