Brand Identity For Contigo Restaurant

Samurai on an alpaca? That’s Contigo’s master logo.

Colt created a vibrant yet sophisticated brand identity for Contigo, a high-end Nikkei restaurant near Trafalgar Square. The identity combines Japanese and Peruvian references through Steven Noble’s scratchboard illustrations, a samurai-on-alpaca master logo, and a flag-inspired linework pattern.

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Insights

Colt’s main idea was to make Contigo feel like “where fine dining has fun,” balancing high-spec finishes with “a wit and charm often missing in traditional fine-dining restaurants.”
The identity solves the Japanese-Peruvian Nikkei brief in one image: a samurai riding an alpaca as the master logo, illustrated by Steven Noble in a hand-drawn scratchboard/woodcut style that gives the joke heritage and restraint.
A secondary linework pattern merges the Japanese and Peruvian flags, creating a repeatable visual texture that supports the system beyond the hero mark.
The restaurant itself is substantial: nearly 200 covers across two zones — Osaka, the dining room with open kitchen, and Lima, a seven-seater sushi counter and main bar — plus a large terrace overlooking Trafalgar Square.
The physical application reinforces the concept with a muted palette and pink accents across menu folders bound in pink fabric, coasters, matchboxes, business cards, bill holders, and branded chopsticks; founder Keith Dube described the goal as “an unexpected discovery in the heart of London.”