Elevated luxury branding, culinary mastery, and the practice of Kaizen.
Branding
Website
Print Design
Client: Chef Vinh Tran
Scope: Branding, Website Design, Print Design
Additional Credits: Zoum Printing
Chef Vinh Tran offers a luxury omakase dining experience in Edmonton is designed for those who have a true passion for food and the art of indulgence. To “live to eat” is to embrace the joy of exploring bold, exciting, and exquisite dishes crafted with precision and creativity. For me and my guests, dining is more than a meal—it’s a celebration of taste, texture, and discovery. He offers two services: In-Home experiences and the Omakase Room by Vinh.
The Omakase Room by Vinh, located inside Mercedes-Benz Heritage Valley in Edmonton, Alberta, offers an intimate setting where guests can relax and enjoy a fully curated omakase experience. Vinh takes pride in guiding his clients through a culinary journey that highlights the finest ingredients, innovative techniques, and his signature style. Each course is designed to introduce you to new flavors, refine your palate, and create an unforgettable evening of Japanese fine dining in the heart of Edmonton.
We worked with Vinh to design his visual identity, website, and business cards.
Description:
Problem:
When we first began working with Vinh, he had no established visual identity and was operating as “Sushi by Vinh,” offering in-home sushi experiences. With the recent launch of The Omakase Room, he wanted to develop a new brand that reflected the luxury and sophistication of his curated dining experiences.
Process
Our research revealed that Omakase-style experiences were virtually nonexistent in Edmonton at the time. When we experienced Vinh’s Omakase Room firsthand, it was clear that the level of luxury and precision he offered was unmatched in the city—a truly unique dining experience poised to attract discerning, high-income clientele.
Solution:
Our first step was to reposition Vinh as a high-end, luxury chef through a strategic name change—from Sushi by Vinh to Chef Vinh Tran—so clients would immediately understand the quality of his cuisine and the elevated experience they could expect. We then developed a visual identity that reflects his culinary expertise, personal sophistication, and appeal to high-income clientele. This included a minimalist logo, a refined color palette, and a full translation of the brand into website and business card designs that convey elegance, precision, and luxury.
-
After repositioning Vinh with his new name, we designed a logo that reflects both his history as a sushi chef and his refined culinary style. The icon combines his initials with a chef’s knife and a fish, symbolizing skill, precision, and tradition. We paired the logo with a minimalist black-and-gold color palette, evoking the luxury and sophistication of the Omakase Room experience, located in the basement of the Mercedes-Benz dealership, while adding a sense of mystery and exclusivity to the brand.
-
We translated the brand into a website design that mirrors the flow and intimacy of Vinh’s in-person experiences. The site guides visitors through his values as a chef, the curated experiences he offers, and beautifully showcases imagery of his cuisine and the Omakase Room, creating an immersive digital journey that reflects the elegance and sophistication of the brand.
As his business grew more and more popular, we then implemented an online booking system to his website to make the booking process easier.
-
The final element of Vinh’s visual identity was a business card designed to reflect the same sense of luxury and exclusivity as his brand. The front features only the brand icon, while the back presents minimal contact information for a clean, sophisticated look. Printed with a soft-touch laminate and gold foil accents, the card enhances the tactile and visual luxury of the overall brand experience.