Raisu

A shopping center in a city like Barcelona is a very particular context for a restaurant. The number of gastronomic offers the restaurant will have to compete with, the profile of the audience, the timing, and the duration of consumption are elements to consider when creating the visual identity and communication.

Raisu is the phonetic expression of the word rice in Japanese. We were looking for a word that was easy to pronounce but with Asian reminiscences. For the visual identity and brand expression, we opted for striking and kinetic style illustrations, a color scheme where electric blue stands out, a typographic treatment with volume, and a humorous tone throughout.

The scenic branding with a series of graphics deployed throughout the space represents part of the Japanese imaginary world of manga and animated series, such as, with all due respect, Dr. Slump by Akira Toriyama. Exercises in anthropomorphism like the smiling poop or an octopus with eyes and a mouth more characteristic of a person than a cephalopod, warriors from imaginary special forces, mythological monsters, sumo wrestlers, and an uncontrollable urge to recreate dishes and ingredients of all kinds through drawing.