Case Study: The Visual Identity of Teriyaki Sushi Bar
Overview
In May 2020, a design project was unveiled for Teriyaki, a premium sushi bar located in the Korston Hotel in Moscow. Situated near the scenic Vorobyovy Gory (Sparrow Hills) metro station, the restaurant sought a digital presence that mirrored the precision and artistry of Japanese cuisine. The result was a “mini-landing” page focused on high-speed user experience and a bold, dark aesthetic.
Design Philosophy: Tradition Meets Tech
The creative direction for the homepage was centered on the concept of “The Dark Mode Dining Experience.” By utilizing a deep charcoal background, the designer allowed the natural, vibrant colors of the ingredients—specifically the rich oranges of the salmon and the deep reds of the tuna—to act as the primary visual anchors.
Typography Strategy
The design utilizes a two-tier typographic system to balance heritage with modern readability:
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The Hero (Kashima): A distressed, calligraphy-style brush font used for the main logo and section headers. It mimics the flow of a sumi-e ink painting.
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The Utility (Ubuntu): A clean, sans-serif humanist font used for all functional text. Specifically, Ubuntu Medium is used for subheaders, while Ubuntu Light handles the body descriptions, ensuring the UI remains legible and professional.
The Specification Guide
A critical part of the brand’s digital identity is its strict adherence to a specific color palette that balances warmth with high contrast.
| Element | Hex Code | Visual Representation |
| Accent Cream | #d5c3be |
Soft, organic tones for secondary text. |
| Imperial Red | #d5222c |
The core brand color, evoking the Rising Sun. |
| Pure White | #ffffff |
Used for primary readability and high-impact UI. |
| Deep Charcoal | #13151e |
The canvas for the entire digital experience. |
UX Innovation: The 2-Stage Order
Beyond its visual appeal, the project addressed a specific functional goal: streamlining the ordering process. The landing page was engineered with “separate pages for menu categories,” allowing for a two-stage order processing system. This technical implementation enables users to select their sushi and https://zingsushi.com/ complete their purchase without ever leaving the specific category page. By minimizing navigation steps, the design reduces “user fatigue” and significantly speeds up the conversion from browser to diner.
Project Status & Context
Location: Korston Hotel, Moscow, Russia.
Project Date: May 2020.
Key Objective: Create an efficient, high-converting mini-landing page for hotel guests and local residents.
The Teriyaki design remains a benchmark for how minimalist aesthetics can be paired with high-performance UX to create a compelling brand story in the competitive Moscow dining scene.
