SUBSŪME
Naming and tone of voice concept.
Work produced for Forty Eight Point One.
With a lease secured within one of London’s premiere Covent Garden hospitality strips, Athea Group were seeking a restaurant name, tone of voice and brand identity to fill a distinct gap in the market (and their vacant plot, naturally).
With ambitions for a deeply immersive and culturally-fused experience (highlighting the best Modern European and Japanese cuisine), I developed the creative concept, name and brand storytelling behind Subsūme — a venue where cultures don’t compete, but compliment with ease. Finding common ground in uncommon combinations, we built an identity around the idea of total absorption, using design references that blend classic European sensibilities with Japan’s knack for simplicity and modernity.
A concept equal parts bold and balanced, Subsūme’s spectrum of culture is one that slides with every plate. Launching in London by 2026.
BRAND STORY
Two cultures collide, but there’s no friction.
A spectrum of Modern European and Japanese influences, our menu absorbs flavours from further shores. Reinterpreting traditional technique and taste, our space encourages freer
exchanges — finding common ground in uncommon combinations.
An all-day concept for seamless service,
this is Subsūme.
NAMING RATIONALE
Subsume
To incorporate or absorb into something.
Representing the brands effortless exchange of cultures, without one dominating or overpowering the other. This isn't Modern European cuisine, or Japanese. But something entirely new.
WEB HERO
A menu that absorbs.
Fluid flavours from European and Japanese shores.
STORY CAPTIONS
Finding synergy in symmetry.
Perspectives fixed across plates.
Fluent in flavour.
A fusion of thought.
BLOG POST INTRO
Unlikely unions: Yuzu x Limoncello
A complex citrus with simple application, Yuzu is an East Asian fruit renowned for its fresh flavour and bright aroma. At home in the Japanese climate, within our signature cocktail we welcome it warmly to Italian soil.
SOCIAL BIO
Common ground in uncommon combinations
Japanese-European cuisine | All-day dining
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