KISSA
CAFE & DINER
AURUM THEATER, KL - MALAYSIA
VISUAL IDENTITYCOLLATERAL DESIGNMENU DESIGNsocial mediaphoto guidelinesuniform designTHE PROJECTOur client, GSC Cinemas, a prominent name in Malaysia's cinema industry, approached us to develop brand identities for the restaurants at their luxury venue, Aurum Theater. For this particular space, they had a clear vision — a casual dining experience rooted in the spirit of the Japanese Kissaten, those quietly beloved vintage cafes that still hold their ground in cities across Japan.
We loved the concept, and pushed it further. What if the Kissaten met the American diner? Two comfort cultures, two nostalgic universes — brought together with a modern, playful sensibility. That tension became the foundation.
That's how Kissa was born: a Western-Japanese fusion cafe that leans into nostalgia without being precious about it. A place for relaxed dining, reimagined comfort food, and that rare feeling of being somewhere familiar and surprising all at once.
MENU DESIGNInspired by American diner culture, the menu takes a single-page bifold format — simple, immediate, familiar. The structure is intentional: fewer decisions, faster comfort, more focus on the experience itself.
Printed on 350–450gsm card stock with a matte coating, the tactile quality is part of the message — soft, durable, a little nostalgic. A Spot UV treatment on the Kissa logo adds contrast and depth, letting the mark catch the light against the velvety surface. The illustrations do the rest.
PHOTOGRAPHY GUIDELINESThe brief was warmth over perfection. Food shot from above or at elevation, with room for imperfection — a half-eaten dish, a tilted glass, a table that looks genuinely used. Beverages get clean compositions with botanical or fruit accents; action shots of pours and passing hands over a still life any day.
Lifestyle imagery follows the same logic: color-saturated, a little retro, nothing too staged. Models in mixed modern and vintage clothing. Real moments of sharing, eating, laughing — with Kissa's palette and personality woven in rather than imposed on top.
The goal isn't to document the food. It's to make someone feel like they're already there.
VISUAL SYSTEMKissa's identity pulls from three worlds: the pop energy of Western diners, the quiet nostalgia of Japanese Kissatens, and the cinematic. We wove them together into something vibrant and warm — familiar, but entirely its own.
A bold coral red, soft blush tones, and warm neutrals. A strong arched wordmark with playful script accents. Custom illustrations that carry the brand's personality across every touchpoint — from menus to kraft paper bags to coasters. An identity that doesn't just look good on a mood board, it lives well in the real world.
the conceptKissa’s visual identity encapsulates a range of attributes derived from our main sources of inspiration. It has the playfulness and pop identity of Western diners, the vintage charm of kissatens, and some inspiration from the cinematic world. The combination of all these traits is put together with modern flair.
Our VI’s versatility allows for an adaptable tone, sometimes more bold and pop, others more homely and cozy. This identity has the potential to craft a very memorable experience that resonates with audiences and effectively depicts the merger between East and West.
keywordsNostalgic
Warm
Bold
Familiar
Comfortable
Playful
Modern Twist
Cinematic
Pop
MOODBOARD
uniform designKissa lives at the intersection of three worlds — Japanese kissaten culture, American diner warmth, and the golden glamour of one of Malaysia's finest cinemas. Designing the uniforms meant finding a visual language that honored all three without tipping into costume. The answer was Hollywood's golden era: graphic Breton stripes, soft pink aprons, low black sneakers, and a Strawberry Pie Pink patch that gives the whole look its signature wink. The kitchen stays grounded — clean chef silhouettes in black or white — with a Nude Beige bib apron and embroidered logo adding just enough warmth. Comfortable, cohesive, and genuinely fun to wear.
FRONT OF HOUSE
BACK OF HOUSE
SOCIAL MEDIAFor a brand-new restaurant with zero awareness, the social strategy had one job: make people feel like they already knew Kissa. We built it around three pillars — the origin story, the food, and the attitude.
