You’ll never go back to ordinary tonkatsu.

“First Restaurant Opens in Ueno, a Fierce Tonkatsu Battleground”

I oversaw the creative direction for a new tonkatsu brand launched by a former executive of BAKE Inc.—the confectionery company known for BAKE Cheese Tart and PRESS BUTTER SAND—and the young head chef of “Tonkatsu Keita,” ranked fifth nationwide in Tabelog’s tonkatsu category.

Issue

Delivering surprise and emotion that go beyond simply “delicious.”

We worked side by side from the ground up to define what the brand should be—one capable of delivering carefully crafted tonkatsu, made with premium pork and top-grade fresh breadcrumbs, to more people and earning lasting affection.

Creation

Edokko

For the opening of the first location, I handled the following design work.
When building the brand, we identified “Edokko” as the core concept, inspired by the owner’s personality and the restaurant’s spirit. Using “iki”—a term that reflects the refined aesthetic valued among Edokko—we aimed to create a unified creative direction that expresses natural, essential beauty.

For the interior design, we highlighted the building’s character and the raw textures of its materials, shaping a clean, refined space with natural breathing room. The open kitchen allows guests to see the craft of the tonkatsu chefs up close, while the seating layout provides generous personal space. We also introduced measures to prevent oil aromas from reaching the dining area. The design values not only spatial elegance but also the overall experience of every guest who walks in.