Sa’Moto
For Project M Plus
Type Visual Identity
Visual identity proposed for Sa’moto, an Asian-fusion restaurant in Los Angeles centered around bold flavors, expressive eating, and the social energy of shared meals. With a casual, playful spirit, Sa’Moto’s approach to fusion goes beyond mixing cuisines—it embodies a relaxed, expressive, and open-minded attitude that encourages diners to approach flavor playfully, instinctively, and without strict rules.
Centering on sound as a shared experience, the identity contrasts traditional fine-dining norms of quiet restraint.
A graphic language derived from speech bubbles, comic marks, and expressive punctuation acts as a visual shorthand for taste, reaction, and word-of-mouth to translate eating sounds into expressive visuals that reinforce Sa’moto’s playful, relaxed approach to fusion dining. These expressive forms are balanced by a restrained typographic system and minimal color palette, allowing the identity to remain bold without becoming chaotic.
