New restaurants are risky, because in today’s competitive environment, fantastic food and superior service no longer ensure success: the vibe has to be right, too.

The creative forces behind Miso knew this. “When eating, flavor is not everything,” they declared. “All our senses become involved. Food tastes better when the color, shape, texture, and fragrance are appealing, and even better with stellar ambience.” Understanding how branding influences both ambience and vibe, they called Project 13.

We knew this was no simple brand, for Miso was no simple restaurant: a multi-level sushi and pan-Asian fusion tapas restaurant and lounge, it offers an eclectic mix of Japanese, Thai, Vietnamese, and Chinese entrees and small plates, and its 3000-square-foot basement is home to hot and cold sakes, an array of Japanese beers, and some of the hottest DJs in the industry.

The brand we built was strong enough to support that expansive platform, yet hip enough to signal to the in-crowd that this was where they wanted to be. We designed all aspects of the experience, including the logo, identity, advertising and promotional materials, restaurant façade signage, and the hand-crafted menus, and collaborated on interior design decisions. Today Miso is known not only as the home of St. Louis’ best sushi, but also as one of the city’s hottest nightspots. The vibe is just right.

“I worked with P13 on my first restaurant, Miso on Meramec. The identity they created for Miso which, in tandem with the total creative package of menus, gift cards, etc., has been a catalyst in the ongoing success at the restaurant."

"As many positive comments that I had received during our infancy stage, are mirrored in our mature stage which reinforces the theory that branding and identity play a huge role in one’s business.  P13 was great to work with and I could not be any happier with the quality of work they produced.”

– Brad Beracha, Owner, Miso Restaurant and Lounge