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A NEW CONCEPT FOR A NEW JAPANESE GASTRONOMIC EXPERIENCE
We were invited to create the concept, naming and visual identity for a new premium and sophisticated restaurant in São Paulo. The big challenge was to
differentiate it in one of the cities with the most Japanese restaurants in the world.
To create the new brand, it was necessary to seek the essence of the Japanese culture, the elegance relative to the space and public, and the innovation expected for the segment.
A GASTRONOMIC HAVEN
We were inspired by the serenity and delicacy typical of the Japanese, in addition to the natural beauty of Japan. On the other hand, we have the urban dynamics of S o Paulo and the recognition for its exceptional gastronomy.
The union of these concepts inspired us to create the concept of a haven. After or during a busy day, this restaurant is where you can find the peacefulness to enjoy an outstanding cuisine and experience a cozy atmosphere.
AIMA: THE ORIGIN OF THE NAME
The name Aima means 'time interval' in Japanese. The architecture contributes to reinforce the concept by taking inspiration from Japanese gardens, in harmonic contrast with the cosmopolitan life.
KINTSUGI: PERFECTION IN IMPERFECTION
To create the visual identity, we rescued the concept of Kintsugi – the art of repairing ceramics with a mixture that contains powdered gold – which refers to the acceptance of changes and praises the renew as a story of evolution. We connected nature, time, transformation and Japanese reality to the purpose of the restaurant.
The new identity was explored on the website, social media and also in restaurant ambience and support materials as menu, napkins and hashis.