We evolved the existing brand so that it would appeal to a western audience but retain an authentic, eastern look and feel. Designing an immersive fast-casual interior we combined traditional Japanese style with playful elements and a sense of showmanship. Customers are able to see their udon freshly prepared in front of them.

A series of bespoke illustrations were inspired by Japanese calligraphy along with vertical lettering and paper textures seen across walls, menus and lanterns. Traditional features include gridded ‘shoji’ panels, blue patterned floor tiles inspired by hand painted ceramics, and a black clay counter synonymous with all Marugame Udon restaurants.