omuriceBrand & Interior Concept
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A founder-led studio for places with a point of view.

Omurice is led by Sato Saeki, a London-based designer working between hospitality interiors, brand identity and visual direction.

The studio is built around the belief that a memorable place is not made by a logo, room or menu in isolation. It comes from many decisions pointing in the same direction.

That perspective is informed by Sato's background in furniture design, hospitality interior projects and freelance identity work for founder-led businesses.

  • Founder-led
  • London studio
  • Spatial identity
  • Hospitality focus
  • Integrated direction
Felt Bakery interior with framed brand graphics, tables, and counter

Point of view

Design decisions held by one clear direction.

The studio looks at the parts of a place together, then makes choices that support the same character, pace and guest experience.

  1. 01

    Atmosphere

    Material tone, spatial rhythm, displays and guest movement are considered as part of the brand experience.

  2. 02

    Expression

    Logo, colour, typography and graphic language are shaped around the character of the place, not treated as separate decoration.

  3. 03

    Judgment

    Signage, menus, printed pieces and digital touchpoints are edited so the experience stays focused and legible.

  4. 04

    Continuity

    The goal is continuity before, during and after a visit, from the first encounter to the details people take away.

Approach

Omurice works from a central idea, then uses it to guide identity, space, signage and touchpoints with a consistent design judgment.

Location

Based in London, working with hospitality, retail, lifestyle spaces and founder-led businesses.

Background

Sato studied furniture design at Central Saint Martins and has worked on hospitality interiors and visual direction through Edo Construction.

Experience

Her freelance identity work includes 120+ logos for 60+ companies, alongside selected interior and visual direction experience.

LinkedIn profile

Founder profile

Sato Saeki studied furniture design at Central Saint Martins and has worked on hospitality interiors and visual direction through Edo Construction.

As a freelance graphic designer, she has created 120+ logos for 60+ companies.