Lumi
Brand Strategy / Naming / Messaging / Brand Identity / Design Systems / Campaign Strategy / Print Design / Digital Design / Motion Design / Environmental Design
Partnering with RMD Hospitality and chef Akira Back, we brought Lumi to life–a two story, open air sushi lounge brand started in the heart of downtown San Diego.



Overview
Our brand positioning, visual identity, marketing language, mixed audience touch points, and brand standards all worked seamlessly together (as always) to maximize impact and ensure consistency, now and in the future.
Leading hospitality company, RMD Group, brought us in to name and brand a two-level sushi bar and lounge with an open-air rooftop deck. Our identity had to stand out in the crowded and competitive sushi space and be scalable and be easily implemented across various channels by an internal marketing team.
World-renowned celebrity chef, Akira Back, brought his energetic, upscale, modern Japanese fare, which was worth a mighty brand alone. Add gorgeous handcrafted libations in a vivid, unique atmosphere, and we have ourselves a true showstopper palate to work with.
“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 roofdeck.
Our brand design paid homage to classic Japanese compositions—minimal, dynamic, harmonious—with a twist, the vibrant colors of an urban nighttime cityscape.
Brand positioning, visual identity, marketing language, mixed audience touch points, and brand standards all worked seamlessly together (as always) to maximize impact and ensure consistency, now and in the future.
Lumi’s beautiful, bold brand aesthetic has been received as enthusiastically as their cuisine.


World-renowned celebrity chef, Akira Back, brought his energetic, upscale, modern Japanese fare, which was worth a mighty brand alone. Add gorgeous handcrafted libations in a vivid, unique atmosphere, and we have ourselves a true showstopper palate to work with.




“Less And More understands our business, are flexible with our needs and changes, and we are always confident we will get great results from them.”
— DANA SHERTZ
Business Development / RMD GROUP