Grupo Edo | Branding
The Edo Group was formed thanks to the exponential growth of the Peruvian-Japanese fusion restaurant business. It began its operations with Edo Sushi Bar in 2004, and over the years, they diversified their portfolio to cater to different segments. This led to the creation of Tzuru, Yakitori, and Gyu.
The visual identity of the Group, although understated, did not reflect the corporate character it needed to project.
The brand needed a powerful concept that reflected the Peruvian-Japanese fusion. Exploring their similarities, we found that the sun was an important element in both cultures. On one hand, Japan is known as the land of the rising sun, while the ancient Peruvians, the Incas, worshiped the Sun and considered it a deity. Thus, the concept of the rising sun was born, representing the convergence of these two great cultures.