SATOnoUDON serves “Udon” and “Bara don” (bowl of sautéed pork back rib) as main menu. This brand is developed as chain-restaurants, and is the first restaurant to open in an oversea country. Therefore, we were required to create prototypes when looking ahead to other oversea chain-store development. The most important factor in the early stage is to integrate key elements to raise name recognition. Our works range to branding as well, such as redesigning the logo marks. Here are the two design’s touch points we would like to explain. First point is about the crests and Japanese patterned motif designs around the entrance. These designs create big impressions and the pattern elements will be useful to apply to other chain-stores. What is more, we put great effort to make these designs look like one identity through the assembly impression. Originally, crests and Japanese patterned designs all have their own meanings. Thus we deliberately combined multiple designs in order to lessen the individual meanings. Second point is the ceiling design of the restaurant which is so dynamic and yet so minimal. The white bars are used to resemble the Udon as if they are woven to create Japanese-style painting. This “Udon” and “Japan” are conceptually expressed to foreigners. These narrative designs will surely become good communication tools between the restaurant and customers. We find it important that restaurants contribute to increase the multidimensional information they transmit to customers. In this way, we hope these original designs will produce fruit and become the characteristics of “Sato no Udon” and expand throughout the world.
Aiji Inoue, after graduating from Meiji University, Department of Architecture in 2001, he worked as an interior architect for 11 years at a famous Japanese design studio. In 2011, he established "Doyle Collection co. ltd.", Tokyo based, and is the current CEO of this company. He has been creating numbers of highly evaluated projects. Special feature of his work is not a scene but sequence. In just a year, his career expanded from Japan to Asia and Europe. Aiji Inoue’s work is been widely praised for the method of utilizing unpredictable and unique material combinations.