Pepper lunch


photography + digital marketing + Graphic design


Pepper Lunch (ペッパーランチ) is a "fast-steak" and DIY restaurant franchise founded in 1994. The DIY concept of Pepper Lunch is that customers dining in are to cook their food themselves (or the waitresses/waiters can do it for them, if requested). The meat can be eaten rare or well done, depending on the customer's preference. The meal is then mixed with a choice of either the special honey brown sauce (amakuchi) or garlic soy sauce (karakuchi) which is provided at every table.

Photos of food are important to any restaurant’s promotional campaign. Whenever tweeting or posting an update, it should always be accompanied by a picture, especially if it's food. With over thousands of spoken languages in the world and constructed codes and communication systems, photography serves as one of the most universally understood forms of communication. Food deepens that communication, as it’s something that everyone can relate to: we all eat and have favourite dishes! It’s one of the few that everyone has in common.

Below are just a few of the photos taken:


Not only is showcasing photos of the food served at the restaurant important, graphic design and marketing is vital as they both speak out the brand. Following the given franchise guidelines, below are just a few of the collateral created: