I created this logo for ONIGIRI YAMADA, an onigiri shop based in London.

To reflect the brand’s location in the UK while clearly communicating Japanese food culture, I chose the British Grenadier Guard as the central motif and placed an onigiri in his hand.

I also incorporated rice ears into the area where the rifle would traditionally be held, introducing an element closely associated with Japanese rice culture into a distinctly British visual reference. By arranging three guards in sequence, I added a sense of friendliness and rhythm while creating a memorable brand presence.

The colour palette is based on the red and black of the traditional uniform, giving the identity a recognisably British character while remaining highly visible across packaging and in-store applications.

By bringing together cultural references from Britain and Japan in a single visual, I created a playful yet distinctive identity suited to an onigiri brand in London.