Umma's Lunchbox is a concept restaurant located in Seattle, Washington. The restaurant serves homestyle Japanese cuisine with a vibrant and warm twist. The family-owned restaurant's menu includes a variety of authentic appetizers, sushi rolls, ramen bowls, and desserts.
The main inspiration for the logo process derives from the name: Lunchbox.
When thinking about this term for
Japanese cuisine a bento box comes to mind. The rectangular box with a plastic handle that contains enough food for a lunch style meal. Combining this imagery with well known imagery from a sushi roll was an obvious choice that would help relay to customers the type of food one would expect to eat at this establishment.
Being a restaurant in a fast growing metropolis such as Seattle, Umma's needs to provide a unique dining experience for those interested in Japanese cuisine. Not only will the restaurant's menu hold value, but it's expansion beyond a store-front that will include web and mobile assets.
While the bento box concept was strong, utilizing the plastic handle became too complicated and ended up with strange shapes. The overall branding for the restaurant was meant to be simple, bright, and inviting so the overall logo design was consolidated to a more simple form. The logo kept the box shape and imagery for a sushi roll, but got rid of any other confusing shapes.
The menu for Umma's is meant to offer simple choices for those that are lovers of Japanese food or even first timers. Classic Sushi rolls and hearty ramen bowls are the choices for the main courses, while simple appetizers and a variety of dessert choices help accent the menu. The menu offers a range of choices so that the customer doesn't feel too limited, yet not too much where it's difficult for a customer to decide.
While having a store front is the most important aspect of a restaurant, convenience and ease of access is equally important in a big city such as Seattle.
The Umma's Mobile App allows customers to order ahead of time if they wish to dine in or takeout, and order for delivery if they meet the requirements. Allowing customers to create an account with Umma's lets them establish their "favorites" and repeat orders with one click, while keeping track of the progress on current orders.