SHO CO London
Refined Dining. Privately Served.
Branding
Year
2025
Disciplines
The brief was to create a logo that felt understated, elegant, and confident reflecting the refined nature of Chef Jon Sho’s private dining experience and the discerning clientele he serves. With a background in London’s fine Japanese dining scene, the identity needed to balance precision, restraint and cultural influence.
Inspired by traditional Japanese aesthetics, the identity centres around a textured circular brushstroke mark influenced by Japanese calligraphy. The expressive stroke references the artistry, precision and intentional presentation associated with high-end Japanese dining, where food is treated as both craft and experience.
The contrast between the clean typography and organic brush texture represents the balance between discipline and creativity two qualities central to Jon’s training as a Japanese chef.
A black and gold colour palette was chosen to position SHO CO within a more elevated luxury space, creating a brand that feels minimal, sophisticated and timeless across menus, social content, packaging and private dining experiences.
The final identity gives SHO CO a distinctive visual language that authentically reflects Jon’s culinary background while elevating the brand into the world of modern luxury hospitality.
The brief was to create a logo that felt understated, elegant, and confident reflecting the refined nature of Chef Jon Sho’s private dining experience and the discerning clientele he serves. With a background in London’s fine Japanese dining scene, the identity needed to balance precision, restraint and cultural influence.
Inspired by traditional Japanese aesthetics, the identity centres around a textured circular brushstroke mark influenced by Japanese calligraphy. The expressive stroke references the artistry, precision and intentional presentation associated with high-end Japanese dining, where food is treated as both craft and experience.
The contrast between the clean typography and organic brush texture represents the balance between discipline and creativity two qualities central to Jon’s training as a Japanese chef.
A black and gold colour palette was chosen to position SHO CO within a more elevated luxury space, creating a brand that feels minimal, sophisticated and timeless across menus, social content, packaging and private dining experiences.
The final identity gives SHO CO a distinctive visual language that authentically reflects Jon’s culinary background while elevating the brand into the world of modern luxury hospitality.
