Woman in white sunglasses eating noodles with chopsticks in a dim noodle bar

Cafe Blanca

Brand Identity

2023

Services

  • Brand Identity
  • Art Direction
  • Campaign Direction

Location

  • Tokyo

Identity and launch campaign for a late night noodle bar in Shinjuku. Warm tungsten, red neon and steam set the visual language for a place that only comes alive after midnight.

The photography leans into the heat and closeness of the space. Tight frames, shallow focus and the kind of light that makes everyone look like they belong there.

Noodle bar glowing under its yellow sign on a rain-soaked street at night

2

Night shoots

4

Hours per session

0

Added lights

22

Final campaign images

Table strewn with bowls of broth, tissues, sunglasses and sesame under a lamp
Cook in a yellow shirt stirring a bowl at a steamy tiled counter

Production Notes

The entire shoot happened between 11pm and 3am over two nights, using only the restaurant's own lighting. Nothing was added, nothing was moved.

Talent was cast from the regular customers. The woman in the lead image had been eating there every week for two years. She ordered her usual and we shot around it.

Jacket draped over a stool in an empty noodle bar beneath paper lanterns

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