I worked with Aging Sandwich to create a distinctive visual identity that captures both their concept and mission. Founded by Ayumi Hayasaka—also behind Haburashi Beer and Potato in Tokyo—the restaurant serves Japanese sandwiches while supporting Japan’s growing elder workforce. This dual focus inspired both the name and the use of dried ingredients in the menu.

To capture the essence of the brand, we created a fully illustrated universe. This approach allowed the identity to extend beyond traditional branding, giving Aging Sandwich a unique and recognizable personality. Together, we defined a creative framework, ensuring flexibility while keeping key elements consistent across platforms.

The result is a playful, character-driven identity that reflects both the warmth and purpose of the restaurant. By combining storytelling with strategic design, the branding connects with customers on a deeper level, making it both recognizable and memorable.