MM by Morimoto is a new dining experience by legendary Iron Chef, Masaharu Morimoto. Sunday Afternoon partnered with Chef Morimoto and Montclair Hospitality on the brand identity, creating a unique monogram and design system inspired by the Chef's Japanese roots and modern sensibility. The mark is embedded within every facet of the experience, from large scale wall graphics to small custom details.

The goal of the MM identity, like Morimoto himself, is to tie together Japanese and American influences to create a wholly unique and unforgettable culinary adventure.

As the most senior designer on the project:

• I designed the mark,
• I developed the entire identity,
• I oversaw the delivery of all assets to the client, as well as the campaign guidelines.