Nama 49.
Where Japanese tradition meets urban brutalism.
NAMA is a modern Japanese food concept created for a new generation of diners—one that values authenticity without nostalgia and minimalism without coldness.
Opening in Prague in February 2026, the brand quickly gained attention for its distinctive identity, carefully considered experience, and contemporary interpretation of Japanese aesthetics.
My role extended far beyond designing a logo. I developed the complete visual identity, packaging system, brand direction, and collaborated on the pre-launch social media strategy to build anticipation before the doors even opened.
Brand Concept
Japanese tradition meets urban brutalism.
NAMA was created to reinterpret Japanese dining through a contemporary lens. Instead of relying on familiar clichés, the brand combines refined minimalism, raw architectural influences and tactile materials to create an experience that feels modern, confident and unmistakably distinctive.
49.
An address with a story.
Located at Zborovská 49, NAMA became the new chapter of a much-loved sushi destination. The address inspired a secondary identity—49.—used throughout the brand as a subtle signature, connecting the restaurant's new vision with the place that long-time customers already knew.
Following NAMA's launch, I also collaborated on the redesign concept for the original sushi restaurant as it reopened, ensuring both brands shared a common heritage while maintaining distinct identities.
Experience
More than a visual identity.
From branding and packaging to launch communications, every touchpoint was designed to create a cohesive experience. Working alongside the client before opening, I helped shape the visual direction and collaborated on the pre-launch social media strategy that introduced NAMA to Prague before the first guests arrived.
The Challenge
The client already had a logo, but a logo alone doesn't create a memorable brand.
The objective was to transform that symbol into a complete identity that could live consistently across every customer touchpoint—from takeaway packaging and menus to photography, digital content and launch communications.
The challenge was finding a balance between two seemingly opposite worlds:
Japanese restraint and craftsmanship
Contemporary urban culture
Premium positioning
Everyday accessibility
The Direction
Rather than referencing traditional Japanese restaurants, the identity draws inspiration from modern Tokyo.
Raw materials.
Clean geometry.
Negative space.
Intentional typography.
The result feels calm yet bold—minimal but unmistakably confident.
Every visual decision reinforces the same feeling:
Quiet confidence.
Brand System
Instead of treating branding as individual assets, I created a flexible system that could scale across every customer interaction.
The project included:
Brand strategy
Creative direction
Visual identity
Packaging design
Takeaway system
Brand guidelines
Photography direction
Social media launch direction
Marketing assets
Packaging
Packaging became an extension of the brand experience rather than simply a container.
Minimal layouts, restrained typography and carefully balanced spacing allow the food to become the hero.
Every element was designed to communicate precision, quality and craftsmanship without unnecessary decoration.
Launch Strategy
Prior to launch, I collaborated on the social media direction to build curiosity before opening.
Instead of focusing immediately on products, the communication introduced the atmosphere, materials, colours and personality of the brand first.
By the time NAMA opened in February 2026, the visual identity had already begun creating recognition.
The restaurant quickly established itself as one of Prague's most talked-about new openings.
Outcome
NAMA demonstrates how a brand becomes stronger when every element works together.
From identity to packaging and launch communication, every touchpoint follows the same visual language—creating an experience that feels considered, premium and instantly recognisable.
Behind The Process
NAMA wasn't designed as a logo or a packaging project. It was developed using the AVEN
Method—a strategic branding framework I created through years of agency experience, independent practice and academic research.
The method combines strategy, positioning, visual systems and storytelling to create brands that feel coherent at every touchpoint.
