H AYA M A

What is HAYAMA

HAYAMA known, as “Bar Hayama.” A restaurant located in Los Angeles, California, owned by my father, Toshi Sugiura. He has been in the restaurant business for more than 30 years, and also opened the first sushi school in America called, California Sushi Academy. Bar Hayama is a new restaurant that he started in July 2007. Before Bar Hayama he had a restaruant called “Hama Restaurant” which he got his fame from. Bar Hayama is a whole new concept from the past restaurant he had and my project is to go beyond the design and create a new vibe for the upcomin restaurants that he will be opening soon.

Reason why re-branding

The reason of re-branding the restaurant is because my father never created an identity or you can say an actual logo. Which every restaurant should have a con-crete design logo and concept. My project was to help and create a new design, adding different types of design part from the whole traditional Japanese restaurant look.

HAYAMA concept

The concept of “Hayama” is a space where you can es-cape from the busy city and society. While you enjoy eating sushi and drinking sake it is also a place where you can relax and socialize. The inspiration dirved from the idea of a luxurious beach house and a touch of Japanese traditional restaurant design. In addition integrating geometric shapes and bringing in contem-porary simple design to create an environment that is a chic place where young socialites gather together.

LOGO

Color Palete & Typography

Neutra Text - Book

What I’m changing

What I am going to Change:

- Changing the name from “Bar Hayama” to “Hayama” and still in progress but adding the cities name that is located like “Los Angeles” or “Miami”

- Changing the Logo.- The Menu- Plates, chopstick, cups, and etc.- Website- Floor Plan

Target Audience

Wealthy Young Adults (21~30 years old)

Socialite

Health cautious

Trend setters

Open minded (to new things)

Adventurous

Setting and Japanese Tradition

SETTING:

A space where you can escape from busy city/society while you enjoy eat-ing sushi and drinking sake.

A place where you can relax and have fun by socializing

Luxurious Beach House

Minimalist

JAPANESE TRADITION:

Season Particular types of food like fish, vegetable comes

only during that season.

Service Small detailed service is very important in Japan.

Presentation The way how the food is presented, is like an art.

They use leafs, flowers, and others to decorate and bring out the season.

Fashion, Music, & Interior

Interior:Bamboo

Organic and simple How it grows straight and linear, never curved. Meaning in India : Friendship, China: Long life

Fashion:Zara, Diesel, Club Monaco, DSquared2, Joy Rich

Clothes brand that will fit into the restaurant mood/ vibe.

Music: Nujabes

Genre: Nu Jazz, Cool Jazz, Jazz hop A relaxing tone but has some up beats to it to keep the young vibe.

Floor Plans

Main Floor Plan

Floor Plan

Outside

Floor Plan

Inside - Dining

Dinner Menu

Drink Menu

Drink Menu

DrinkMenu

Dessert Menu

Sushi Menu

Plates

Plates