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.
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
Visual identity
Client: Kumu Yakiniku, Beijing, China
Art Direction & Designer: Bao Hu
Year: 2022
![](https://freight.cargo.site/t/original/i/79beba43d78f68e0ebaf33f8f1f2fb50fb50f10245bcd9f8d90c92058a1180c0/KUMU_logo10.1_rgb10.1.2021-2-08.jpg)
![](https://freight.cargo.site/t/original/i/90ef0d568b2cfd36dfaf8d4bfa09491cc1c4b0ce8e84164e45021ab75decae53/KUMU_logo10.1_rgb10.1.2021-2-09.jpg)
![](https://freight.cargo.site/t/original/i/8a491572dd3fdc5738834a6de4bd1aa1e4fef3beb32049c72056ff334c7d87f9/7-8cm.jpg)
![](https://freight.cargo.site/t/original/i/116af1fdffa8448c442716a2727922eaa45379e3c3de5ed9d7ea23a4a446b8bf/kumu-paperbag.jpg)
![](https://freight.cargo.site/t/original/i/3ee8f12f66380a12f8b1548a3be9cce1d8c8bf6c802a159d317473dae31da1c5/ID-Card-Mockup.jpg)
![](https://freight.cargo.site/t/original/i/3b3f14a890d270ad1eb422659bb16a4a44118fb5289336664b6a765639032199/KUMU_namecard5.25.jpg)