ABOUT

The brief was to create a logo that felt understated, elegant, and confident reflecting the refined nature of Chef Jon Sho’s private dining experience and the discerning clientele he serves. With a
background in London’s fine Japanese dining scene, the identity needed to balance precision, restraint and cultural influence.

The logo was designed as a minimal, elegant mark, combining the letterforms ‘S’ and ‘C’ into a clean, confident symbol. Subtle references to Japanese mountain forms were integrated into the brand language, drawing on Jon’s heritage and the values associated with Japanese design: precision, balance and restraint.