Inamo is one of the West End’s hottest restaurants, and many potential restaurant owners are wondering how to copy the business’s success. Much of Inamo’s good fortune is due to a superb branding scheme, giving customers a cohesive image that they can identify with. Everything from the food to the restaurant logo design ties into this brand image. Here are the elements of Inamo’s brand that are helping it to excel in the competitive UK market.


Theme. Inamo features Asian fusion cuisine, a mixture of the ancient and the modern, so a lot of the branding is related to this. The chief colour palette is white, black, and red, which adds stark modern sophistication to a colour commonly associated with the Orient. The general feeling is modern with a touch of warmth and even theatrics.

Décor. Many businesses don’t incorporate branding into every element of their locations, but Inamo has avoided this trap. Aluminium and mirrored accents are present throughout the restaurant as well to accentuate the modern edge. The tables and chairs are black, white, and metallic as well, with red accents. Careful controlled lighting adds the desired warmth to an otherwise ultra-modern atmosphere.

Logo design. The Inamo food and drink logo design is ultra-modern but friendly, in keeping with like the restaurant’s brand. The lettering is rounded and bubbly to add warmth to the somewhat stark elements of the brand. The friendly and inclusive circle is the most used shape, including a red circle in the final letter that is reminiscent of the Japanese flag. The colours are white and red, meant to be displayed on a black background.

Special elements. This is where the ultra-modern part of the brand truly has a chance to shine. The tables are equipped with overhead projectors and touch tables that allow customers to play video games, order food, and even order a cab. Customers can even choose a preferred digital tablecloth. The servers are available to guide customers through the process, which keeps the technological extravaganza from feeling devoid of human interaction.

As you can see, branding a restaurant is about so much more than creating superb food. Inamo’s brand, complimented by its logo design, gives customers a reason to visit at least once. If the food and ambience are pleasing, these customers are bound to return. This is the recipe for success in a tight market such as London’s West End. This restaurant opened with a great deal of buzz due to the head chef’s other renowned successes, but the brand and the experience have been enough to keep people talking.

How can you achieve the same success in London, or anywhere in the UK? First, decide on your brand and then make every decision based upon it. Second, don’t be afraid to hire professionals where needs. Inamo’s brand, marketing, logo design, and other elements were all developed by professionals. While this may seem like a questionable expense to the cash-poor new business owner, it is a necessary expense because it will give customers a reason to come and to keep coming.