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WorkGraphic Design

LMNOP Creative helps Tonchin launch in the US with stunning new identity

Brooklyn-based design studio LMNOP Creative has crafted this stunning brand for Tonchin, a new Japanese restaurant in Manhattan. Famous in Japan, the owners of Tonchin wanted an "elevated" design for their first US location whilst maintaining close ties to its Tokyo roots.

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LMNOP Creative's brand identity system for Tonchin featuring a ceramic lampshade, geometric patterns in navy and coral, and printed collateral with circular motifs

The Tonchin team – headed up by Toui and Anan Sugeno, the sons of founder Katsuhiro – surveyed the New York landscape to pick the best people to work with, choosing local architecture firm Carpenter + Mason to design the restaurant's interiors and then LMNOP to craft its brand – a bold and colourful identity that included stunning ceramic lampshades designed by local ceramicist Helen Levi along with beautiful curtains crafted by Salt & Still. LMNOP also designed the restaurant's print materials and uniforms as well as its wallpaper.

Since its New York debut, Tonchin has been featured in several major publications including Sight Unseen, Dezeen, and The New York Times.

Nine graphic design panels for Tonchin restaurant's identity system featuring geometric shapes in navy, coral and cream by LMNOP Creative
Wooden chopsticks with a grey ceramic rest beside a white card printed with a dark blue circle, part of Tonchin's brand identity designed by LMNOP Creative
Two ceramic bowls with dark navy interiors and white rims decorated with geometric patterns in navy and rust red, designed for Tonchin restaurant
Three folded napkins with geometric patterns in orange, navy and cream, featuring curved shapes and horizontal stripes as part of Tonchin's brand identity by LMNOP Creative
Front and back of a minimalist postcard design for Tonchin featuring geometric shapes in navy, pink and red on a pale background
Modern dining room with black-tiled walls, wooden table, black stools and a cluster of ceramic pendant lights designed by Helen Levi, with a circular mirror and abstract wall art above
Man with red hair wearing navy Tonchin uniform shirt with striped bow tie, smiling against dark background
White and navy ceramic bowl with geometric patterns, black spoon and wooden chopsticks on wooden surface, part of Tonchin's brand identity designed by LMNOP Creative
Blue and white striped abstract pattern with two red vertical lines running through the right side
Bathroom shelf styled with a clear glass vase of orange flowers with green foliage, a black pump bottle of Aesop hand soap, and white subway tiles with patterned wallpaper above featuring interlocking line designs in navy and white
White bowl of Tonchin ramen topped with clams, nori seaweed and fresh herbs, with noodles and crispy elements on a bright blue tablecloth
Man in navy blazer with striped blue and white scarf against dark blue background, smiling slightly to the side
Glazed duck legs with sesame seeds on a plate beside a glass of beer and Japanese flag napkin against a dark background
Bar counter with illuminated shelving displaying bottles, red bar stools, black tile cladding and dried flowers, designed for Tonchin restaurant in Manhattan
Blue and white striped scarf with red circular motifs and "NEW YORK" text, designed by LMNOP Creative for Tonchin restaurant's New York identity
Two navy blue bowls with cream-coloured rims featuring geometric patterns in navy, red and pink, designed for Tonchin restaurant by LMNOP Creative
Fabric swatches showing blue denim with embroidered pocket detail, black textile with white cross pattern, and striped grey and cream material from Tonchin's brand identity by LMNOP Creative
Tonchin restaurant interior showing marble counter with white tile backdrop, stacked navy semicircle wall graphic, and black structural elements with ceramic pendant lights and woven details
Bowl of ramen with sliced pork, soft-boiled egg, noodles, broth and garnishes topped with seaweed on a white ceramic bowl with colourful rim detail, shot from above on a blue background
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