Brand Direction · 2026

A floating world of flavour.

A new identity for Tomo Sushi — elegant, bold, vibrant, and welcoming — drawn from the classic art of the Japanese woodblock print.

  • Elegant
  • Bold
  • Vibrant
  • Welcoming

The story

Tomo () means friend. Across two dining rooms — Richmond Hill and Mississauga — Tomo Sushi is where friends gather over generous plates and careful knife-work. The new identity looks to ukiyo-e, the “pictures of the floating world”: warm washi paper, sumi ink, and shu vermilion, set against calm ai indigo with a thread of kin gold. Bold where it welcomes you in; quiet where you sit and read.

Color

Washi #F6F1E5
page background
Washi deep #EFE7D6
alternate sections
Sumi ink #1C1A17
body text
Ink soft #55503F
secondary text
Ai indigo #233047
headings · tabs · footer
Shu vermilion #C9342A
buttons · seals · accents
Shu deep #B02E25
vermilion as text/links
Kin gold #B08D46
ornament only — never text
Kin deep #7A5F26
gold as text (prices)
Usage ratio
≈ 70 washi / 15 indigo & ink / 10 vermilion / 5 gold

Contrast pairs — verified for WCAG 2.1 / AODA

SampleForegroundBackgroundRatioGradeUse
Aa#1C1A17 ink#F6F1E5 washi15.4:1AAABody text, item names
Aa#55503F ink soft#F6F1E5 washi7.2:1AAADescriptions, captions
Aa#233047 indigo#F6F1E5 washi11.8:1AAAHeadings, tabs
Aa#B02E25 shu deep#F6F1E5 washi5.7:1AALinks, red text
Aa#C9342A shu#F6F1E5 washi4.7:1AA large/UILarge accents, seals, borders
Aa#7A5F26 kin deep#F6F1E5 washi5.3:1AAPrices
Aa#B08D46 kin#F6F1E5 washi2.8:1ornament onlyDividers, patterns — never text
Aa#FFFFFF white#C9342A shu4.7:1AAButton labels (14px+ semibold)
Aa#F6F1E5 washi#233047 indigo11.8:1AAANav, footer text

Typography

A floating world of flavour

Display — Cormorant Garamond 500/600 (fallback Georgia). Headings and feature numerals.

Body — Inter 400. Menu descriptions, paragraphs, and UI labels, chosen for effortless small-size reading across a long menu. Medium 500 and Semibold 600 carry item names and navigation.

Body — Inter (fallback system sans).

友の寿司 前菜

Accent — Shippori Mincho. Kanji section marks only, always paired with English, decorative uses hidden from screen readers.

Scale

SampleRoleSizeFamily · weightNotes
TomoDisplay XLclamp(2.4–3.5rem)Cormorant 500Page hero only
TomoH2 section2rem / 32pxCormorant 600Indigo
TomoH31.1–1.6remCormorant 600Indigo; menu category header 1.6rem ink
TomoLead1.125rem / 18pxInter 400Ink soft, max 44em
TomoBody / menu name1rem / 16pxInter 400 / 600Names are 600
TomoMenu description.875rem / 14pxInter 400Line-height 1.6, max 42em
16Price.9375rem / 15pxInter 600Tabular numerals, kin deep
TomoOverline.6875rem / 11pxInter 600.28em tracking, uppercase
TomoCaption / tags.75rem / 12px minInter 400–600Never smaller than 10px equivalents for decorative chips

Motifs & ornament

Seigaiha waves — indigo at ≤15% opacity. Hero and section transitions only; never behind body text.


Hanko seal & kin-dash — the 友 seal signs sections; gold dashes replace generic rules.

Framed photos — white border, soft indigo shadow. Slight rotation in marketing contexts only, never in menu listings.

Kanji accents — decorative, always paired with English, marked aria-hidden when ornamental.

Components

Buttons

ReserveView menu

Primary vermilion with white 14px semibold label (4.7:1); secondary indigo outline. Sharp corners, 44px minimum height.

Focus state

Focused element

Every interactive element shows a 2px vermilion outline offset 2px — never removed, styled to be seen.

Location card

Richmond Hill

10909 Yonge St · (905) 770-8660

Menu →

White card on washi, overline location name, one action link. Mississauga mirrors it.

Header & footer — demonstrated live by this page’s own chrome: the sticky indigo bar above (letterspaced links, gold hover underline) and the indigo colophon below.

Imagery

Black Cod Misoyaki plated on a dark ceramic dish
  • · Warm, appetite-forward photography — real plates, natural texture, no clinical white sweeps.
  • · Dark-ground or framed treatment: dishes on dark ceramics and wood, or white-framed prints on washi.
  • · The existing video stills (fresh fish on ice, wasabi on the grater) set the tone for motion: process, craft, freshness.
  • · Menu thumbnails stay uniform — rounded-square, tight crop on the food, consistent warmth.
  • · Every image ships with descriptive alt text; decorative images use empty alt.

Accessibility commitments

The redesign meets WCAG 2.1 AA ahead of the AODA deadline of December 2026 — and this document holds itself to the same standard.

Design tokens

Copy-ready for tomosushi2026/app/styles/tokens.css. Logo sources live in brand/SVG/.

:root {
  /* Ukiyo-e palette */
  --tomo-washi: #F6F1E5;
  --tomo-washi-deep: #EFE7D6;
  --tomo-ink: #1C1A17;
  --tomo-ink-soft: #55503F;
  --tomo-indigo: #233047;
  --tomo-vermilion: #C9342A;      /* large accents, buttons, seals */
  --tomo-vermilion-text: #B02E25; /* vermilion at text sizes */
  --tomo-gold: #B08D46;           /* ornament only - never text */
  --tomo-gold-text: #7A5F26;      /* prices */

  /* Typography */
  --font-display: 'Cormorant Garamond', Georgia, serif;
  --font-body: 'Inter', -apple-system, 'Segoe UI', sans-serif;
  --font-kanji: 'Shippori Mincho', serif;
}