LAX — Brand & Dining Experience
The Objective
Mont Kiara AB needed a fresh fusion concept to differentiate LAX from their existing sushi chain. The mission was to bridge modern Scandinavian industrial minimalism with traditional Asian aesthetics. I developed the full experience across brand identity, physical menu touchpoints, custom food photography, web presentation, and audio atmosphere.
Execution & Touchpoints
I designed a unified brand system connecting visual identity, physical menu touchpoints, custom photography, digital web interfaces, and audio atmosphere.
Kanji-Fusion Logo Design
Created a typographic mark inspired by Japanese Kanji characters that subtly spells out “LAX”—balancing Asian heritage with clean minimal readability.
In-Store Menus & Photography
Designed clipboard-mounted menus matching the interior materials, and shot original food and venue photography to establish an authentic visual style.
Minimal Web & Spotify Vibe
Developed an intuitive, mobile-friendly website highlighting the custom photography, alongside a curated Urban playlist for restaurant ambience.
Impact & Results
Standout Concept
Successfully separated LAX from standard sushi spots by positioning it as a distinct, modern fusion dining destination.
Concept Bought Within 1 Year
Within twelve months of launch, Mont Kiara AB successfully sold the restaurant—with the buyer acquiring the complete brand concept, identity, and operational model.
Turnkey Turnover
Delivered a fully documented visual identity, photography library, and print collateral, enabling the new owners to take over brand operations seamlessly from day one.
Key Learning
Designing a restaurant concept is about building a complete, turnkey brand asset. By aligning visual identity, physical space, and digital experience into one seamless journey, we created immediate guest engagement—and built the foundational equity that enabled a full acquisition within one year.