Analysis – Monterrey is a city overpopulated by all kinds of restaurants, and Japanese cuisine is one of the most popular styles.
Most of the Japanese spots that you find in the city are chain restaurants, Japanese fast food or high-end cuisine.
The gastronomic experience in these three kinds of restaurants is varied, but the common denominator among them is the overexploitation of Asian clichés, and many of them tend to mix Asian cultures without even knowing. Red and white color palettes, as well as “Zen” decorative elements, are also heavy features in the local Japanese restaurant scene.
Concept – More than a Japanese restaurant, Toro Toro is a restaurant in Japan. Its visual identity is based on authenticity, and it is an exploration of the visual culture of one of the most vibrant, influential and interesting cities in the world. Our proposal was to create a visual environment that was reminiscent of a night in Tokyo, with its lights, its dynamism, its culinary delights and its culture.
Identity – Neon lights and Japanese symbols that give you the sensation of being in an unfamiliar place. Over-saturation of key visual elements that remind us of the Ginza commercial district. All of this over a black background.
Actions – Naming, visual identity, branding, stationary and package design.