A branding project for Sanbei, a Japanese-style yakiniku izakaya based in Zhejiang, China. Located in a business district with plenty of office buildings nearby, Sanbei aims to be the spot people naturally head to after work — for a cold drink, a bite of meat, and a good laugh.
The visual identity blends Japanese and Chinese influences, with a palette of deep browns and blacks that reflect the warmth of wood, fire, and charcoal. From signage to in-store details, the system extends across physical space and packaging alike — always guided by a tactile, human feel. Simple, hand-drawn textures and slightly naive graphics keep the brand grounded, lively, and just rough enough to feel real.