Ebi10
2023-2024
Branding, Identity System, Illustration, Creative Direction
PETRA GANA
JAYRENE CRUZ
TIM LOPEZ
DAENA DIZON (C.O.P.)
Ebi10 is a Japanese izakaya that started as a humble tempura bar in Poblacion and has since grown to multiple locations across the Philippines. Known for its homestyle Japanese comfort food, Ebi10 creates a lively setting where people gather to share stories, laughter, and generous meals. We built a brand that brings this spirit to life, celebrating food that feels abundant and joyful.
Collaborated with:
Studio Mara — Interior Design
Gabby Cantero — Photography
A trip to Japan inspired Jinggay Viray, one of Ebi10’s owners, to create a tempura recipe for her kids. Years later, she opened the first Ebi10 in Poblacion with her family, serving a familiar, homestyle take on Japanese flavors that continues to define the brand today.
Sticking To The Recipe
The identity stayed close to what people already loved about Ebi10. Our approach focused on giving the brand something distinctly its own by highlighting what sets it apart: hearty, homestyle Japanese cooking that is comforting, generous, and full of flavor.
Hearty, homestyle, and unmistakably Ebi10. The new identity builds on what people already love and gives the brand a look it can call its own.
We refined the original logo to retain its hanko stamp character while making the edges more uniform, creating a mark that’s easier to apply and more versatile across uses.
The container became a foundational element of the brand identity. Its uneven edges added an organic, handmade feel, reflecting Ebi10’s approach to Japanese food.
Home For Celebrations
People come to Ebi10 to celebrate, whether it’s a family reunion, a DJ night with friends, or a team dinner after work. We captured that energy by building rhythmic patterns, referencing Japanese food and culture, and expanding the Ebi10 cast with new characters.
We took inspiration from the vertical wooden menus, combining those forms with shapes drawn from the logo container. The result is typography that feels festive, abundant, and full of energy.
We took a lot of visual cues from Ebi10's food: Crunchy tempura flakes create a subtle, gritty texture, while the shapes of gyoza and tempura tails form patterns that echo traditional Japanese textiles.
Bringing The Festival To Life
We collaborated with the interior designers to bring the brand to life in the space. Patterns and graphic elements were applied across surfaces and fabrics, including custom norens, to give the restaurant a visual energy that ties back to the identity.
We expanded the original illustration set by Jill Arteche, extending Ebi10's cast of characters. Each one wears food-inspired patterns and playful details that capture the joy of dining together at Ebi10.
We designed the brand to feel warm and modern, without leaning into costume or cliché.
