Kuto: Cheeky Restaurant Branding by Merimerme

Spanish studio Merimerme has created a bold, character-driven identity for Kuto, a ramen restaurant and bar whose name translates to “to be extremely hungry.” The branding leans fully into that idea, combining expressive typography, a punchy pink-and-orange palette and a wonderfully laid-back mascot with an appetite to match.

The star of the show is a slouchy, ever-hungry cat, depicted lounging, stretching and getting tangled in noodles the way other cats tangle themselves in yarn. The mascot turns a widely shared truth about ginger cats into the brand’s leading joke, asking “Who’s (always) hungrier than an orange cat?” Other playful phrases such as “Sip. Slurp. Satisfy.” reinforce the restaurant’s cheeky tone without overcomplicating the visual language.

On the typography side, Kuto’s chunky custom wordmark has a soft, unconventional geometry that gives it plenty of presence on signage and packaging, contrasted with a more elegant serif used throughout the menus and supporting materials. All these elements work together to give the brand a mix of confidence and humor that feels perfectly suited to a casual ramen spot, turning the simple idea of extreme hunger into a cohesive and highly recognizable identity.

More branding inspiration Merimerme Studio’s website