KINJO
Brainchild of @knott.jamie
Case Study
Scope Of Work:
Visual Identity
Brand Identity Consulting
Menu & Apparel Design
Named one The 40 Best Restaurants in New Jersey By NJ MONTHLY.
The Challenge
How do we create a brand identity for Kinjo that reflects its unique blend of Japanese and Korean flavors while establishing it as a trailblazer in Newark’s growing food scene?
Our Approach
Kinjo isn’t just a restaurant—it’s about fostering community and culture. Our approach focused on creating a narrative that intertwined food, design, and the essence of the neighborhood to build a seamless experience.
This story needed to shine in every touchpoint, from the visual identity to the customer interactions.
The Problem
With Newark’s food scene expanding rapidly, Kinjo needed a distinct brand presence to stand out. The goal was to avoid becoming just another fusion restaurant by developing an experience rooted in the idea of “neighborhood.”
The Solution
The word "Kinjo," meaning "neighborhood" in Japanese, became the foundation of our branding. To embody the brand’s warmth, we created Oishi, a playful mascot representing the joy of good food.
Our design choices aimed to make every visitor feel part of something familiar yet fresh—whether they saw the logo on a menu, a lantern, or an Instagram post.
The Execution
Visual Identity: The logo’s bold, organic typography mirrors the hand-crafted feel of Kinjo's culinary offerings. The playful yet elegant type flows effortlessly, reflecting the restaurant’s creative yet accessible vibe.
Mascot Design: Oishi became the friendly face of Kinjo, giving the brand personality and appeal.
Print Collateral: We extended the identity into business cards and menus, ensuring brand consistency.
On-Site Branding: Every design element—from marketing to environmental graphics—felt intentional, inviting guests to experience Newark's story through food.
The Solution
Kinjo became one of New Jersey’s top restaurants and a staple of Newark’s food culture, blending Japanese and Korean inspirations with a deep sense of belonging. The restaurant’s success extends beyond great food—it offers a space where every bite connects people to the essence of the neighborhood.
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