REBRANDING
IDENTITY DESIGN
INTERACTION DESIGN
AJISHIN REBRAND
Rebranding Ajishin: Refreshing a Beloved Japanese Restaurant
In the realm of typography, the balance between tradition and experimentation is often abstract. Type Speciman delves into how experimental systems can seamlessly complement traditional typefaces without sacrificing readability or communication.
OVerview
Ajishin is a popular Japanese restaurant in Novi, Michigan, celebrated for its fresh sushi and comforting bowls of udon and soba. Signature dishes like the Kiyomizu and Kangetsu showcase the heart of its noodle menu, while tempura-topped soba adds variety for diners. Known for its casual, family-friendly atmosphere, Ajishin offers takeout, vegan options, and attentive service, making it a go-to spot for both quick lunches and relaxed dinners. I set out to rebrand Ajishin, creating a refreshed identity that honors its loyal customers while attracting new diners with a modern and inviting look.
What I Learned
This project helped me think about design beyond visuals and focus on the actual experience a customer has when interacting with a brand. I learned how to translate a restaurant’s atmosphere into a digital product that feels both functional and welcoming. More than just making a pretty interface, it was about solving problems, making things easier for customers, and extending Ajishin’s heart into every stage of the dining journey.
TEAMLINE
4 weeks (2024)
TOOLS
Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Figma
Why Ajishin?
Since 1996, Ajishin has been a cornerstone of Japanese dining in Novi. As the city has grown into a hub for Southeast Michigan, competition among Japanese restaurants has steadily increased. The impact of Covid-19 further challenged Ajishin, as the shift to takeout-only service caused sales to decline. Now, as the restaurant transitions back to full-time dine-in and takeout, it faces fewer customers compared to years past.
Where did I start?
To begin the rebrand, I focused on the most crucial element: the trademark and logo. As the face of the brand, it was important to carry over elements from the existing identity while introducing bold typography that reflected Japanese culture. Inspired by Ajishin’s tagline, “taste of the heart,” I incorporated the Japanese character “心” (heart), adapting its form so that the left side resembled Mt. Fuji, a recognizable national symbol.
How do letterhead, envelopes, and business cards carry identity forward?
For the stationery system, I designed a cohesive set of letterhead, envelopes, and business cards that carried Ajishin’s refreshed brand identity. The logo and Mt. Fuji motif were applied across all pieces to create a strong, recognizable presence while still leaving ample white space for readability and professionalism. The darker and brighter reds anchored the designs with energy and warmth, while grey and black were used to maintain balance and legibility. Together, these pieces set the tone for Ajishin’s brand system: formal enough to communicate trust and quality, yet distinctively tied to the restaurant’s cultural roots.
How can packaging bring Ajishin to a global audience?
For the packaging design, I created a concept for an instant udon noodle kit, inspired by Ajishin’s popularity and the idea of making their flavors accessible beyond Novi. Launching a packaged product would allow fans to enjoy Ajishin from anywhere, while also introducing new audiences to its brand.
The design integrates cultural elements, using bold reds tied to the brand palette alongside traditional Japanese patterns and illustrations. The lid highlights clear, simple instructions, while the body of the packaging balances authenticity with a modern aesthetic. This approach positions Ajishin not only as a beloved local restaurant, but also as a brand with the potential to reach global markets through products that carry both its identity and spirit.
How can a brochure double as a menu experience?
For the brochure design, I transformed it into a functional menu that highlights Ajishin’s signature offerings while reinforcing the refreshed brand identity. The layout combines clear hierarchy with bold typography, ensuring dishes like soba noodles, chirashi bowls, and entrees are easy to navigate at a glance. Illustrative elements and the brand’s palette tie the design back to Ajishin’s cultural roots, while the minimal use of color keeps the focus on the food itself. The result is a piece that works both as an informative takeaway for customers and as a physical extension of the brand’s identity at the table.
How can an app create a more fluid dining experience?
The Challenge
Ajishin has always been known for its welcoming, family-friendly atmosphere, but the dining process itself wasn’t always as smooth as it could be. Customers had to manage menus, reservations, and waitlists separately, which sometimes felt inconvenient. For my open-ended project, I wanted to explore how a mobile app could bring all of those touchpoints together and make the experience easier for everyone—whether they were dining in or taking food to go.
The Approach
I designed wireframes for a mobile app that extended Ajishin’s refreshed brand into the digital space. My goal was to combine ordering, reservations, and waitlist management into one intuitive platform. I carried over Ajishin’s colors, typography, and illustration style so the app felt connected to the larger identity and brand story.
Key Features
DINE-IN ORDERING
Guests could scan a QR code at their table or type in their table number to order directly from the app.
RESERVATIONS AND WAITLIST
Dishes were organized with clear categories, engaging photography, and ingredient details so users could make decisions quickly.
MENU NAVIGATION
Guests could book a table, see real-time wait times, or join the waitlist without needing to call or wait at the door.
