Kumu Yakiniku Lounge Izakaya is a Wagyu beef restaurant in Beijing that reinterprets Japanese cuisine with a modern twist. I worked closely with the commissioner to come to a minimal yet detailed approach, with a design system including concept development, visual identity, and environmental graphics.

Inspired by the earliest stone carvings, Kumu Yakiniku’s high-quality dining experience is expressed through bilingual custom typography. In addition, the earthy quality of the logos, with its copper-gold color and material textures, reflects the brand’s close relationship with nature.

Kumu Yakiniku 
Visual identity 

Client: Kumu Yakiniku, Beijing, China
Art Direction & Designer: Bao Hu
Year: 2022

©️ Hu Bao 2020