hello
Problem
Rooted in Japan's vibrant urban scenes, PANDO draws from timeless icons that feel familiar worldwide: bustling nightlife, colorful streets, and characters that feel straight out of a manga or arcade. All of these elements come together in a warm, approachable universe that speaks to travelers, locals, and anyone curious to taste a different side of the city.
Solution
At its heart, PANDO sparks a visual craving that goes far beyond food. Every detail, from the grid to the final illustration, invites people to explore Japan's culture through a contemporary lens. Each graphic choice contributes to the same story: walking under neon lights, taking a bite, and feeling part of an urban, colorful moment.
Cultural context & concept Idea.
Rooted in Japan's vibrant urban scenes, PANDO draws from timeless icons that feel familiar worldwide: bustling nightlife, colorful streets, and characters that feel straight out of a manga or arcade. All of these elements come together in a warm, approachable universe that speaks to travelers, locals, and anyone curious to taste a different side of the city.
At its heart, PANDO sparks a visual craving that goes far beyond food. Every detail, from the grid to the final illustration, invites people to explore Japan's culture through a contemporary lens. Each graphic choice contributes to the same story: walking under neon lights, taking a bite, and feeling part of an urban, colorful moment.
Visual narrative & emotional language.
Every grid, block, and illustration follows the logic of repetition and Japanese geometry. The sando itself inspires this structure: compact, orderly and versatile. This idea flows naturally from the logo and illustrations to the layouts, creating a system that replicates and evolves without effort.
Bold colors, charming characters, and playful compositions create an instant bond with people's memories. PANDO brings together nostalgia and freshness to build an immediate connection with diverse audiences, inviting them to become part of a visual world made to be collected and shared.
Aesthetic curation: analog meets digital.
The art direction embraces contrast and boldness. Bright, vivid backgrounds meet urban scenes that capture the feeling of Tokyo at night. Each graphic element is carefully curated to enhance the pop mood, making sure every visual piece carries the same spirit and personality.
Risograph textures, fanzine graphics, and 80's editorial styles are reimagined with digital effects: patterns, ink-like textures, and subtle noise blend with clean vector artwork. This mix adds depth to the brand's world and brings a incredible tactile feel even on screen.
Visual foundations: color palette & movement.
The art direction embraces contrast and boldness. Bright, vivid and RGB backgrounds meet urban scenes that capture the feeling of Tokyo at night. Each graphic element is carefully curated to enhance the pop mood, making sure every visual piece carries the same spirit and personality.
PANDO's world lives in motion: blinking characters, flickering lights, animations inspired by arcade games, and reels that echo the buzz of the neon city. Every small interaction brings energy and reinforces the playful side of the brand.
Graphic system, layouts & illustrations.
The modular grid takes cues from the visual structure of sando, izakayas and the vertical signage found in Japan's commercial districts. This framework organizes type, illustrations, and graphic elements into flexible blocks that can be assembled and rearranged easily,
PANDO's characters build mini-stories that stay with people and expand the brand's identity. Icons like Daruma or Mount Fuji take on new life with a kawaii-pop twist that blends tradition and playful irreverence. This visual universe adds a sense of surprise, collectability, and closeness, enriching PANDO's story and keeping it alive.
What sets it apart.
Every item carries PANDO's story beyond the restaurant. Tote bags, caps, packaging, and small accessories become graphic souvenirs and portable pieces of the brand's world. They extend PANDO's story to the street, keeping that Tokyo corner alive wherever it goes. PANDO's digital ecosystem is built on dynamic pieces: posts, reels, animated signs, and characters moving through Japanese phrases.
PANDO reimagines what a food brand can be. It steps beyond its category to become a small cultural world of its own. Its bold visuals, modular system, and story-driven characters build an identity that people instantly recognize and want to share. The vibrant palette, playful atmosphere, and flexible structure turn every touchpoint into a moment to collect and enjoy.
Why did it work?
Every design decision helped shape a brand with clarity and intention. What began as a simple sando evolved into a visual system built to grow naturally and connect through emotion. From the graphic language to the storytelling structure, each element was cratted to contribute to a cohesive identity capable of adapting across platforms while staying true to its essence.
By translating cultural references into a contemporary and expressive framework, we transformed a culinary concept into a living brand experience. PANDO reflects the rhythm of a reimagined Tokyo and brings it to life in Dubai through bold art direction and a modular system that feels both intuitive and iconic. It is a brand designed to spark connection and remain memorable in every space it inhabits.
