We worked on the art direction for Kanazawa Charcoal Grill Kemuri to Kaori, a smoked Italian restaurant that seems like it belongs in Kanazawa, but isn't. One of the issues was the discrepancy between the target demographic the restaurant envisioned and the reality, but through dialogue we slowly identified the cause. The first thing we worked on in terms of design was the menu book. As it is considered an important touchpoint between staff and customers, we designed it with a visual that is 70% filled with photographs. We then changed the logo from a pop design to a more popular Mincho font, but with a distinctive design that blurred the edges to represent smoke. Currently, the restaurant is constantly full on weekends, and the customer demographic is gradually changing to match the restaurant's image.