Thinking Collective
All work

02 · Restaurant & chef school

Sushi Dojo

A sushi restaurant and the chef school under the same roof. One crest, one calligraphic wordmark, three marks that read as one house.

Client
Sushi Dojo, Boca Raton, FL
Sector
Hospitality & education
Engagement
Identity sprint + campaign build
Scope
Identity, sub-brand, print, environmental, uniform, motion
The Sushi Dojo pamphlet held open in the low, warm light of the restaurant's bar interior.
AI Pamphlet, checked in the room it is read in

The mark

The full Sushi Dojo lockup: the kamon crest above brushed Japanese calligraphy reading 寿司道場, with SUSHI DOJO and BOCA RATON, FL set beneath in serif capitals.
Organic Primary lockup · crest, calligraphy, locality line
The Sushi Dojo crest: a five-petal kamon flower centred inside two interlocking rotated square frames.
The crest

Constructed vector. Reduces to a 12mm inked seal.

The calligraphy

寿司道場, brushed by hand. Placed as artwork, never retyped.

The locality line

Boca Raton, FL sits inside the lockup, not in a footer.

Three marks, one house

The Sushi Academy lockup: brushed calligraphy cut by a diagonal rule, with SUSHI ACADEMY and BOCA RATON, FL set beside it in serif capitals.
OrganicSushi Academy · house calligraphy, cut with a diagonal rule
Four Sushi Chef School lockups: two circular badges in navy and coral around a fish-form S monogram, plus horizontal and stacked wordmark versions.
OrganicSushi Chef School · badge, horizontal and stacked lockups
A page from the Sushi Academy brand buildout deck showing the typographic system: serif wordmark, the line Discipline. Technique. Respect. in bold sans capitals, and body copy specimens.
Organic Typographic system · serif wordmark, sans headlines

The Chef School system

Pattern system page: the navy and coral repeating fish pattern shown as a background, with notes on using it across shirts, packaging and social posts.
OrganicPattern system
Print applications page: Sushi Chef School business cards on warm cream stock, with specification notes on paper weight and blind embossing.
OrganicPrint applications
Signage page: framed poster and A-frame pavement sign using the fish pattern, alongside layout structure and imagery guidelines.
OrganicSignage and wayfinding
Apparel page: navy caps and a navy tee carrying a coral and cream back graphic of waves, sushi and the fish monogram.
OrganicApparel and merchandise
Campaigns page: three social layouts reading Grand Opening, Classes Starting Soon and All Ages Welcome, in navy, coral and cream.
Organic Campaign layouts · openings, classes, events

Print

A tall Sushi Dojo banner: the kamon crest in gold on a deep green ground, with the crest repeated as a large watermark behind it.
OrganicBanner · crest in gold on green
The Sushi Dojo pamphlet artwork, laid out across two pages.
OrganicPamphlet · artwork
Sushi Dojo panel artwork: a silver bluefin tuna on black, overlaid with the brushed 寿司道場 calligraphy in outline and the crest at lower left.
OrganicTuna panel · calligraphy in outline over the fish
Seven Sushi Dojo stamp lockups: the crest, the SUSHI DOJO wordmark and the kanji, drawn square, horizontal and vertical.
Organic Stamp suite · seven lockups, square, horizontal and vertical

Uniform, glass and wall

The final Sushi Dojo chef coat design, showing crest placement and embroidery specification.
OrganicChef coat · final production artwork
The Sushi Dojo window decal artwork, built for a single-color cut on glass.
OrganicWindow decal · single-color cut
AIDisplay wall · motion

The website

The Sushi Dojo website: the lit knife display wall behind a dark scrim, with the crest and wordmark in the header, the line OMAKASE, RETAIL, EDUCATION, the name set large in serif, a gold Reserve a Seat button, an Uber Eats coming soon pill, and the address and phone number beneath.
Organic One page. Everything a visitor needs in one view
Structure One page, no template
Carries Crest, calligraphy, wordmark
In one view Offer, booking, address, phone

Visit sushidojoboca.com

Campaign and motion

The Sushi Dojo knife campaign storyboard, six frames showing the product reveal sequence.
AIKnife campaign · six-frame board
The Sushi Dojo knife unboxing storyboard, six frames following the package being opened.
AIUnboxing · six-frame board
AIKnife display case · motion
A two-up comparison: on the left a chef in the black Sushi Academy coat slicing tuna; on the right a student in the cream Sushi Chef School apron filleting a salmon.
AIAcademy coat and Chef School apron