Sosharu + 7 Tales

London & Shanghai (2018)

Branding //Print //Packaging //Environment //Photography //Digital //Social


7 Tales

Meshing contemporary elements of London & Tokyo

Sosharu is the seventh London restaurant launched by The Social Company, we were asked to combine Jason Atherton’s social dining theme that runs throughout his global restaurants with contemporary elements of London & Tokyo. The creative challenge is how to translate this ‘conceptual thinking’ into ‘visual meaning’. We created a brand identity that renders the restaurant’s refined take on izakaya at every touch point within this dynamic project. Japan has a rich visual culture so we tried to immerse ourselves as deeply as possible, and the visual concept is a crystalised and diluted cultural representation of that. From the moment you sit down at Sosharu we wanted guests to feel like they were being transported to Japan. This is done through the smallest details and visual elements; textures of paper, the metals used for signage, artworks, menu style and typography. We wanted diners to walk away talking about their unique experience at Sosharu.

Unlike the intimate & calm minka setting of the restaurant above, the 7 Tales basement bar captures the buzz & debauchery of Tokyo’s subculture. The concept was to create a playful night-time street atmosphere in Tokyo. 7 Tales allowed us room for interpretation, introducing a form of humour, but essentially creating something unique, functional with a great aesthetic. With neon signs, a vending machine with tailor-made coins & walls plastered with bespoke wallpaper depicting Japan’s golden age movements in the early sixties, we created an urban Japanese atmosphere that explores the notion of wabi-sabi – the art of finding beauty in imperfection & impermanence. With the cocktail menu illustrating the tales of the 7 Japanese warriors, amidst retro R&B music wafting through the air, customers are immersed in a story telling experience as soon as they step into this timeless space.


"Pull back the slitted curtain – or ‘noren’ to Japanophiles – in the basement of Jason Atherton’s Sosharu restaurant and you’ll find 7 Tales: an achingly cool cocktail bar that’s a homage to Tokyo. The walls are plastered with black-and-white images of the city’s street signage, and the glow from a cheeky neon sign that says ‘drink sake stay soba’ warms the room as well as setting the playful tone."

TimeOut London