East City Grill and YakiNiku

We conducted extensive research into both classical and contemporary Japanese design. Throughout, we noticed a clear respect for space, balance and restraint. We were also drawn to our favourite colour palette of black, red and white. Used together, these colours create impact and demand attention. We started by stacking the two terms within YakiNiku, immediately improving legibility. We then introduced a play between uppercase and lowercase letterforms, selecting the combination that best aided readability. To contain the wordmark, we created a Hanko-inspired stamp device. A hanko stamp, or the resulting inkan imprint, is a personal seal traditionally used in Japan in place of a signature. Found on everything from official documents to paintings, calligraphy and other creative works, it serves as a mark of identity, authorship and authenticity. We felt the mark echoed Chef Jaycee’s commitment to craftsmanship, quality and attention to detail. We kept the device deliberately minimal, retaining a contemporary feel while acknowledging the cultural reference. We also created a cow’s head icon to act as a supporting symbol. The mark was inspired by the graphic simplicity found in Japanese Noh theatre masks. These forms convey great drama through the use of bold contrast and highly reduced shapes.

The client team requested a standalone symbol for East City Grill, allowing it to balance naturally with the YakiNiku wordmark and stamp. We explored a wide range of concepts before settling on a monogram solution built around the ECG abbreviation. The resulting mark carries some of the qualities of a Hanko stamp, but with more universal contemporary forms. The linework is formed from forks and grilling tools, arranged in a mirrored composition around the monogram. During the process, we struck upon the idea of combining both marks into a shared brand symbol. The result works remarkably well as a co-branded device, allowing the relationship between East City Grill and YakiNiku to be expressed in a simple and memorable way. Rather than create a rigid corporate brand architecture, we developed a flexible system in which the symbols can be used independently or together. We provided a range of recommended lockups and relationship models, allowing the brand family to adapt to different applications while maintaining a strong and consistent visual language.

As part of the branding process, we compile developments into a brand workbook, building the narrative and design system over time. The ECG system includes guidance for primary and secondary colour palettes, typography, type hierarchy, photography, iconography and brand application principles. We also created an extensive suite of brand communications. These include menus for both ECG and YakiNiku, signage and environmental graphics, livery, uniforms, merchandise, stationery, packaging, social media assets, launch communications, advertising, promotional materials, digital content and website guidance. We were also honoured to create a series of house wine names and labels. Shinku, the red, takes its name from the Japanese word for deep crimson. Shiro, the white, references the Japanese word for white. Awa, the Cap Classique, takes its name from the Japanese word for bubbles and foam.

Beyond the identity itself, one of the most important contributors to the launch has been an exceptional PR and content creation programme. The imagery featured throughout this case study includes work by food and hospitality photographer Dale Herbst, whose ability to capture both the food and the experience has become an important part of the brand story. The photography presents dishes in their best light while reinforcing the warmth and atmosphere of the environment itself. The carefully considered colour grading also aligns naturally with the brand palette, creating a consistent visual experience across both the restaurant and its communications. Combined with a well-executed PR strategy, this imagery has helped establish East City Grill and YakiNiku as one of Cape Town’s most talked-about dining destinations, generating extensive media coverage and public attention. We also worked in conjunction with web developer Jeroen Seynhaeve who is an existing partner to the restaurant owners. Jeroen did a great job of taking our brand and creating the group and individual brand websites for ECG and YakiNiku.

The sweet finish

The restaurants have been busy from the outset. Executive Chef Jaycee Ferreira has created a genuine masterstroke of East meets West. Drill down a little further and the proposition becomes even more interesting. At its heart, East City Grill and YakiNiku combine the bold, fire-led traditions of South African braai culture with the precision and ritual of Japanese dining. What prevents the concept from becoming another fusion cliché is the depth of thought behind it. From a dedicated Wagyu breeding programme in the Swartland to imported Japanese grills, premium rice sourced from Japan and a dining experience rooted in authentic yakiniku traditions, the concept has substance at every level. Rather than simply blending influences, it celebrates the strengths of both cultures with care and conviction.

Our contribution was to create a gestalt brand system capable of bringing these stories together. The result is a distinctive visual language that feels contemporary, recognisable and culturally respectful. Rather than relying on obvious visual stereotypes, the identity draws on subtle references to Japanese design principles, creating a family of brands that feel connected, memorable and entirely their own. The results continue to stack up favourably. At the time of writing, East City Grill & YakiNiku holds a 5-star rating on TripAdvisor and the site ranks the restaurant in the top 10% of Cape Town destinations. This is backed up by a 4.8-star Google rating across 138 reviews. Reviewers consistently praise the originality of the concept, the quality of the food, the atmosphere and the standard of service. Media coverage from local and national food publications has helped establish East City Grill and YakiNiku as one of Cape Town’s most talked-about new dining destinations.