Tetsujin is a sushi train and Japanese barbecue restaurant in Emporium. Offering a unique dining experience ranging from a bright, relaxed sushi train to a hot, smoky bbq area and moody bar, the identity and environmental graphics had to enliven each of these areas. Principle Design along with Architects EAT pitched the concept of order and chaos, and created an identity that could operate effectively across a range of moods.
The visual language for the brand and space drew inspiration from the culture of machines in Japan – from trains and vending machines to robots and cameras. Deconstructing these objects, and remixing them within a colour palette reminiscent of the hot, metallic world of machines (and BBQ), allowed the graphics to “ramp up” as you move from one area of the restaurant to the other, enhancing the shift between moods of the space.