Behind The Scenes : Nihonbashi Kawaguchi Branding Project
Branding for Edomae sushi restaurant
In March 2025, a new Edomae sushi restaurant, Nihonbashi Kawaguchi, opened in the heart of Tokyo. About nine months earlier, the owners selected YL for our deep understanding of their culture and values. Since then, we’ve collaborated closely to develop the brand identity and logo, and have handled website production, photography, brand collateral, and overall experience design.
Edomae sushi is a defining expression of Japanese cuisine, part of the broader tradition of washoku, which is recognized by UNESCO as an Intangible Cultural Heritage. It is a world unto itself, steeped in history and defined by meticulous craftsmanship. Apprentices train directly under masters, and only after years of dedication can they be recognized as independent sushi chefs. In this interview with Yoichiro, the project’s creative director, we go behind the scenes to explore how branding found its place in this time-honored world. He reflects on what made the project a success and how it all came together.
NIHONBASHI KAWAGUCHI
Edomae sushi restaurant led by chef Yudai Kawaguchi and his wife, Holly Kawaguchi, who is originally from the UK. Yudai trained for 11 years at the world-renowned Sukiyabashi Jiro in Ginza and is known as the final apprentice of master Jiro and Yoshikazu Ono. Together, they share a story of culinary tradition and evolution, from Nihonbashi, Tokyo.
Can you tell us how you this project started for YL, as a “branding company that understands culture”?
Yoichiro: In summer 2024, Holly contacted us through the YL website about helping with the opening of a new restaurant. Since it was a very casual inquiry with little information, I was skeptical at first, but I decided to follow my instincts and set up a meeting.
We learned that she was from the UK and had an international background, which is rare in the Edomae sushi industry. The chef and her partner, Yudai, had trained at a world-famous sushi restaurant in Ginza. It seemed like a project that could expand our creative horizons and something that would be exciting to be part of as YL.
As we talked, I shared past projects we’d worked on and the meaning behind the logos and the stories that shaped them. She seemed genuinely impressed, recognizing how design could come to life through an understanding of the culture behind it. That’s how YL ended up leading the branding for their new restaurant.
Once you had established the collaboration, did things go smoothly?
Holly had a global perspective, so the onboarding went smoothly. But because the Edomae sushi industry places such a high value on tradition, it was a challenge to create a story that would resonate not just with Yudai and Holly, but also with Yudai’s master and the other craftsmen involved in the process beyond sushi making.
Understandably, in the world of craftsmanship, the focus is on dedication to the work and letting the quality speak for itself. Strategic branding was unfamiliar territory for some of them. So we held a workshop with Yudai and Holly, not only to hear their vision, but also to clearly communicate the purpose and value of branding. That process helped us gradually shape and visualize the direction we were aiming for. In the end, we we able to build a restaurant together that offers a fresh perspective.
Could you tell us more about this “fresh perspective”?
There’s no doubt that Tokyo continues to capture the world’s attention and is constantly evolving. But with Japan’s declining population, it’s becoming increasingly important to think beyond domestic demand and share the philosophy of the restaurant with a broader, international audience.
For example, many Edomae sushi restaurant logos use Japanese calligraphy for their logos, but this can make it difficult to recognize for those who don’t read Japanese. Holly, coming from outside Japan, was especially aware of this, but she also understood the importance of preserving certain traditional elements. Striking the right balance between accessibility and authenticity was a key part of the branding.
Through the workshops we conducted, we were able to shape a clear vision for the restaurant. What emerged was the idea of “fresh Edomae,” combining Yudai’s commitment to the essence of Edomae sushi with Holly’s global perspective. Together, they understand how food culture is evolving and how tradition can be shared in more open and thoughtful ways. Their approach preserves what matters while welcoming others in. It’s a perspective that feels both timely and uniquely their own.
Besides the brand design and the logo, you were also responsible for several items for the restaurant. What was your process?
We created shop cards, business cards, invitation envelopes, menu paper, receipts, and paper bags. These physical touchpoints are often where guests first interact with the brand, so we approached each one with care.
The process all started with the logo. Since we couldn’t move forward with item development or the website until the logo was finalized, we focused intensely on getting it right. Unlike seasonal packaging or limited-edition designs, the logo is something that stays constant. It had to reflect the brand’s identity from day one, without compromise. Once the foundation was in place, we were able to build out the rest of the experience with clarity and consistency.
What are some important points you considered when creating the logo?
When they approached us, the name Nihonbashi Kawaguchi had already been decided. During the workshop, we developed a strong sense of their vision, and based on that, we proposed several logo options. The initial feedback was that they felt too “modern” and didn’t reflect the weight of tradition.
Another turning point was when Yudai and Holly received a noren curtain as a gift from Yudai’s master and his noren craftsman. It featured the restaurant’s name in Japanese calligraphy, written by the same calligrapher who had created the master’s logo. They told us they wanted to use this as part of their visual identity.
While I respected the significance of this gift and the tradition it represented, I also recalled the importance Holly placed on accessibility for non-Japanese speakers, something we had discussed early on. To bridge these two perspectives, we proposed a collaborative approach: using the calligraphy while also adding a visual logo mark that communicates the restaurant’s essence to a wider audience.
We took time to explain the thinking behind the new design, so everyone involved could see its purpose. The “kawa” (川, river) in Kawaguchi (川口) was shaped to resemble both a fish and the soft fold of a noren curtain — subtle references to sushi and tradition. In sushi culture in Edo period, sushi was street food, and it’s said that the noren became worn and stained as diners wiped their fingers on it, a sign of a beloved, bustling restaurant. To reflect that, we added a gentle texture to the logo, suggesting the wear of a thriving restaurant and paying homage to its cultural roots.
We were honored that Holly entrusted us with the branding and felt a deep responsibility to create a logo that respected tradition while capturing their evolving identity. Collaborating with craftsmen who understood that story made the process even more meaningful, and we’re proud of what we achieved together.
It’s so exciting to hear the story behind the logo. Are there any stories behind the other items, like the menu papers and receipts?
Dining at the restaurant is a special experience. Since the menu is omakase style, featuring the best ingredients of the day, we included the date on the menu paper so it becomes part of the memory. It’s something guests can take home and reflect on later.
Receipts are often overlooked, even at fine restaurants. But we added a thoughtful design so that it can quietly evoke the care and quality behind the experience.
For Holly, sharing stories was always important. She connects with guests in both English and Japanese, and these design touches like the logo, menu, and packaging often spark conversations that help convey the philosophy behind the restaurant.
Do you have any plans for the future of this project?
At Nihonbashi Kawaguchi, everything from the soy sauce and mirin to the noren curtains and lacquered trays is sourced from Tokyo-based artisans. The restaurant is a reflection of the chef’s deep commitment to Edo, not just in ingredients but across the entire space.
Rather than seeing the opening as a final goal, we view it as a starting point. We hope the restaurant continues to grow as a platform that highlights Tokyo’s craftsmanship and culinary heritage, and we look forward to supporting their journey through thoughtful, ongoing collaboration.
As for the last question, please tell us your favorite sushi at Nihonbashi Kawaguchi.
I’m from Kanazawa and grew up around sushi, but Edomae sushi is a completely different experience. I think Kanazawa sushi focuses on the freshness of the fish, and Edomae sushi emphasizes the craftsmanship behind each piece.
The most memorable dish at Nihonbashi Kawaguchi was the tuna. The vinegared rice had just the right firmness, and the rich flavor of the tuna lingered beautifully. The kohada was also exceptional. Lightly vinegared yet bold, it was a true showcase of Edomae technique.
The tamago (egg) came at the end. Its soft, cloud-like texture melted in my mouth like a dessert. It’s a very special experience, and I hope many others have the chance to enjoy it as well.
Reservations can only be made through OMAKASE by GMO, and are accepted on the first day of the month for the next month. This brand was made to be experienced, not just seen — we hope you’ll feel it when you sit down for a meal!
See more photos and details of the project here.
Creative director : Yoichiro Tamada
Communication strategist, Project Manager : Juri Ito
Art director, Graphic designer : Eko Hayashi
Concept development, Copywriter : Ichiro Yasui
Calligrapher : Susumu Takabayashi
Website design & development : Kei Saito
Photography : Nathalie Cantacuzino
Written by : Midori Nakajima
Editing by : Juri Ito
