Nihonbashi Kawaguchi Sushi Restaurant in Tokyo's Nihonbashi Listed in Michelin Guide; YL Projects Handled Brand Design and Creative Direction
Nihonbashi Kawaguchi, a sushi restaurant in Tokyo's Nihonbashi, has been listed in the Michelin Guide. YL Projects was responsible for the brand design and creative direction, reinterpreting traditional Edomae sushi with a modern and international perspective under the concept of "Open Edomae."
📋 Article Processing Timeline
- 📰 Published: May 1, 2026 at 20:18
- 🔍 Collected: May 1, 2026 at 12:01
- 🤖 AI Analyzed: May 1, 2026 at 12:25 (23 min after Collected)
Nihonbashi Kawaguchi, a sushi restaurant located in Nihonbashi, Tokyo, has been listed in the Michelin Guide, a world-renowned restaurant guide.
Link: https://guide.michelin.com/jp/ja/tokyo-region/tokyo/restaurant/nihonbashi-kawaguchi
This project saw YL Projects, a Tokyo-based cross-border creative collective, take charge of brand development and creative direction. They built a brand that connects tradition and modernity, as well as local and global, starting from the history and culture nurtured in Nihonbashi.
Nihonbashi Kawaguchi Logo
From "Protecting" Tradition to "Opening Up"
Edomae sushi, while symbolizing Japanese culture, has long been an area where systematic branding was rarely undertaken, based on the belief that "if you make good sushi, customers will come." However, with the increase in international visitors and changes in market conditions, clearly communicating a restaurant's philosophy and value has become more important than ever. Nihonbashi Kawaguchi was born against this backdrop, aiming to preserve the essence of Edomae sushi while conveying its culture in a more open manner.
"Open Edomae." — A Concept Reinterpreting Culture
In this project, through dialogue with owner-chef Yuta Kawaguchi, the core philosophy of the brand was articulated. The concept derived was "Open Edomae."
This philosophy respects the ingredients, techniques, and aesthetics rooted in Edo, while conveying them to the world in a more open way. This idea also aligns with the global perspective of the British-born proprietress, forming the brand's axis where tradition and internationality coexist.
Noren (shop curtain), Tote Bag, Yuta Kawaguchi, Receipt Design
Integrated Brand Design: Vision, Visuals, and Experience
YL Projects consistently designed the following for this project:
・Brand Strategy / Mission, Vision, Value formulation
・Logo and Visual Identity Development
・Website and Photographic Expression
・Various Tools (menus, business cards, shop cards, paper bags, etc.)
・Experience Direction
Especially in the logo, the character "川" (kawa, river) was reinterpreted as a tuna silhouette, expressing the fish and blessings of the sea, which are symbols of Edomae sushi. This mark also symbolizes the "noren." In the past, sushi was eaten by hand, and it was said that the more prosperous a shop was, the dirtier its noren became, as customers would wipe their fingers on it. Based on this culture, the logo incorporates a texture reminiscent of dirt.
Case Study of this project: https://ylprojects.com/ja/projects/nihonbashi-kawaguchi/
Comments
Yuta Kawaguchi, Master Chef of Nihonbashi Kawaguchi
"We have been building this restaurant while constantly thinking about what kind of sushi experience we can offer in a historic place like Nihonbashi. It is a great honor to be listed in the Michelin Guide, and I accept it as an evaluation of the efforts we have accumulated so far. We will continue to face the essence of Japanese food culture and provide a special time for our visiting customers."
Yoichiro Tamada, Representative and Creative Director of YL Projects
"We believe this listing is a result of the work Mr. Kawaguchi has diligently accumulated every day. We were involved in supporting the organization of his values and philosophy into a form that can be communicated to more people. We are delighted that these efforts have led to this outcome."
About YL Projects
YL Projects is a Tokyo-based cross-border creative firm that aims to bring new perspectives and possibilities to society through insights and ideas born from a global perspective and diverse sensibilities. They support consistent value creation for domestic and international companies and brands by integrating brand strategy, creative direction, content production, and experience design. They comprehensively handle everything from upstream design, such as market entry and brand redefinition, to the implementation of visuals and communication. Their strength lies particularly in reinterpreting Japanese culture and values in a global context and translating them into an "understandable form." They have worked on projects in diverse fields such as food, lifestyle, beauty, and technology. To date, they have collaborated with domestic and international brands such as L’Oréal, Rakuten, Bacardi, JETRO, Obayashi Corporation, and Liberta (Freeze Tech), creating value across strategy and creative domains.
Y&L Projects Inc.
Official Website: https://ylprojects.com/
Link: https://guide.michelin.com/jp/ja/tokyo-region/tokyo/restaurant/nihonbashi-kawaguchi
This project saw YL Projects, a Tokyo-based cross-border creative collective, take charge of brand development and creative direction. They built a brand that connects tradition and modernity, as well as local and global, starting from the history and culture nurtured in Nihonbashi.
Nihonbashi Kawaguchi Logo
From "Protecting" Tradition to "Opening Up"
Edomae sushi, while symbolizing Japanese culture, has long been an area where systematic branding was rarely undertaken, based on the belief that "if you make good sushi, customers will come." However, with the increase in international visitors and changes in market conditions, clearly communicating a restaurant's philosophy and value has become more important than ever. Nihonbashi Kawaguchi was born against this backdrop, aiming to preserve the essence of Edomae sushi while conveying its culture in a more open manner.
"Open Edomae." — A Concept Reinterpreting Culture
In this project, through dialogue with owner-chef Yuta Kawaguchi, the core philosophy of the brand was articulated. The concept derived was "Open Edomae."
This philosophy respects the ingredients, techniques, and aesthetics rooted in Edo, while conveying them to the world in a more open way. This idea also aligns with the global perspective of the British-born proprietress, forming the brand's axis where tradition and internationality coexist.
Noren (shop curtain), Tote Bag, Yuta Kawaguchi, Receipt Design
Integrated Brand Design: Vision, Visuals, and Experience
YL Projects consistently designed the following for this project:
・Brand Strategy / Mission, Vision, Value formulation
・Logo and Visual Identity Development
・Website and Photographic Expression
・Various Tools (menus, business cards, shop cards, paper bags, etc.)
・Experience Direction
Especially in the logo, the character "川" (kawa, river) was reinterpreted as a tuna silhouette, expressing the fish and blessings of the sea, which are symbols of Edomae sushi. This mark also symbolizes the "noren." In the past, sushi was eaten by hand, and it was said that the more prosperous a shop was, the dirtier its noren became, as customers would wipe their fingers on it. Based on this culture, the logo incorporates a texture reminiscent of dirt.
Case Study of this project: https://ylprojects.com/ja/projects/nihonbashi-kawaguchi/
Comments
Yuta Kawaguchi, Master Chef of Nihonbashi Kawaguchi
"We have been building this restaurant while constantly thinking about what kind of sushi experience we can offer in a historic place like Nihonbashi. It is a great honor to be listed in the Michelin Guide, and I accept it as an evaluation of the efforts we have accumulated so far. We will continue to face the essence of Japanese food culture and provide a special time for our visiting customers."
Yoichiro Tamada, Representative and Creative Director of YL Projects
"We believe this listing is a result of the work Mr. Kawaguchi has diligently accumulated every day. We were involved in supporting the organization of his values and philosophy into a form that can be communicated to more people. We are delighted that these efforts have led to this outcome."
About YL Projects
YL Projects is a Tokyo-based cross-border creative firm that aims to bring new perspectives and possibilities to society through insights and ideas born from a global perspective and diverse sensibilities. They support consistent value creation for domestic and international companies and brands by integrating brand strategy, creative direction, content production, and experience design. They comprehensively handle everything from upstream design, such as market entry and brand redefinition, to the implementation of visuals and communication. Their strength lies particularly in reinterpreting Japanese culture and values in a global context and translating them into an "understandable form." They have worked on projects in diverse fields such as food, lifestyle, beauty, and technology. To date, they have collaborated with domestic and international brands such as L’Oréal, Rakuten, Bacardi, JETRO, Obayashi Corporation, and Liberta (Freeze Tech), creating value across strategy and creative domains.
Y&L Projects Inc.
Official Website: https://ylprojects.com/