Sushi restaurant brand identity development

Leading hospitality company RMD Group selected us to name and build full brand identities for two restaurants planned for a single historic property in San Diego’s Gaslamp Quarter. When they engaged us, they knew that there would be a street-level, three-story steak restaurant with bar and private dining spaces. Above would be a two-level sushi bar and lounge with an open-air rooftop deck.

Services Provided: Naming, Brand Strategy, Visual and Verbal Identity, Collateral Design, Digital Design

We were tasked with creating a brand identity that would stand out in the crowded and competitive sushi space. Additionally, the identity would need to be scalable and be easily implemented across various channels by an internal marketing team.

Featuring world-renowned celebrity chef Akira Back, Lumi offers an energetic and upscale experience featuring modern Japanese fare and sushi accompanied by handcrafted libations in a uniquely vivid atmosphere. The name Lumi was inspired by the innovative lighting being planned for the space by the interior design team at Davis Ink., and by the downtown San Diego skyline that would be visible from the open-air rooftop deck.

Our visual identity was inspired by minimal and dynamic Japanese compositions (like those often found on sushi platters) and the vibrant colors found in urban nightlife.

We developed a differentiating brand position, full visual identity, marketing copy, numerous audience touchpoint examples, and brand standards to help ensure the consistent application of the Lumi brand.

The Lumi brand is bold and has been received enthusiastically. Our work supported pre-launch and launch marketing, and continues to serve the brand, providing a valuable compass as new events and promotions are created, and new guests are engaged.

The RMD Group and Foxhouse Media interviewed LESS+MORE founders Steve and Mike and created a short feature video to showcase the brand development process.

“We have worked with the team from LESS+MOREfor over fifteen years. They understand our business, are flexible with our needs and changes, and we are always confident we will get great results with them. Even though we have our own in house marketing team, we rely on them for important projects.

We got those great results most recently for the Branding project for Huntress Steak & Whisky Society, and Lumi rooftop that they managed for us.”

DANA SHERTZ /  Business Development, RMD Group

Share this work:

Up Next


Creative That Works

We don’t settle for the easy way.
We don't cut corners.
We don’t deliver less or rationalize more.
We do what it takes to help our clients reach their goals.
And it works.