"The fifth taste"

Reaction created the branding, logo, and name of the restaurant based on the Japanese word, "Umami", known as the fifth taste.

The "fifth taste" was visualized through the bright green petal in the logo. 

Beyond the logo, Reaction developed a secondary graphic - the sumo wrestler to add visual flexibility to the visual branding. This visual was incorporated into the advertising and other materials in the venue. 

​