Grand Opening Campaign for a Ramen Restaurant — Localized for the North American Market
ZUBU is a Japanese restaurant brand with multiple locations in Vancouver. For this project, I designed a set of promotional posters for the brand's new downtown opening.
The key challenge wasn't simply announcing the opening — it was thinking about how to establish the right brand impression, given how Japanese food culture is perceived in the North American market.
In North America, Japanese cuisine is increasingly associated not just with familiarity and comfort, but with a sense of cool, refined cultural identity. With that in mind, I aimed to create visuals that carried the energy and excitement of a grand opening while avoiding anything that felt cheap or cluttered — striking a balance between celebratory and composed.
Rather than designing a straightforward promotional notice, I approached this as brand-building work: organizing a high volume of promotional content in a clear, legible way, while connecting the poster to the overall tone and aesthetic of the physical space and brand identity.
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Throughout this project, I worked closely with the client to define requirements and translated those conversations directly into poster design.
The work was designed with real-world display in mind — intended for posting in and around the store and on the surrounding streets. At every step, I balanced two objectives: conveying the impression of a polished, sophisticated Japanese brand as expected by a North American audience, while also communicating the buzz and occasion of an opening event.
- Grand opening poster series
- Legibility-first design for both indoor and outdoor display
- Balancing event-driven energy with consistent brand tone
While managing a high volume of promotional information, the goal was to create something that went beyond mere announcement — a visual that actively contributed to shaping how the brand is perceived.
