Nichinan

Branding · Website Design · Restaurant Marketing


Nichinan is a Japanese restaurant located within Hotel Thaxter, offering a dining experience rooted in tradition, cultural connection, and modern elegance. The goal was to create a brand and digital presence that honored this heritage while feeling welcoming, refined, and approachable.

Overview

Opened in December 2022, Nichinan is part of the JGroup hospitality collection and draws its name from Portsmouth’s Sister City relationship with Nichinan, Japan. The brand and website were designed to reflect this cultural history while supporting a contemporary dining experience within Hotel Thaxter.

  • Scope: Branding, Website, Marketing support

  • Platform: Squarespace

  • Industry: Hospitality

Outdoor sign for Nichinan Japanese Restaurant featuring a stylized landscape and sun logo.
Hand holding a platter of sushi rolls and sashimi including salmon and tuna, photographed near a window at Nichinan.
Homepage design for Nichinan featuring contemporary Japanese dish with salmon sashimi, thinly sliced onions, and green drizzle served in a white bowl.
Dark navy branding card featuring the Nichinan Japanese Restaurant logo and gold typography on a light surface.

Focus

The focus was on balance — blending modern elegance with traditional Japanese aesthetics. The design emphasizes clarity, restraint, and attention to detail, creating a visual experience that complements the cuisine and honors the longstanding cultural connection between Nichinan and Portsmouth.

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