Hakuchō
Hakuchō is a modern Japanese dining experience in Lakeland, Florida.
Building Hakuchō from the Ground Up
Owners Chris Cleghorn and Ryan Neal approached DIICE to create an identity that balances Japanese influence with a contemporary, refined point of view. The result — an elevated and cohesive brand world that feels modern, atmospheric, and uniquely Hakuchō.
Defining the visual system of Hakuchō
Hakuchō means “swan” in Japanese, creating a natural bridge to honor Japan’s influence and one of Lakeland’s most recognizable local touch points: its iconic swans. We aimed to build a comprehensive visual language for the brand, including creative direction for Color, Graphics, Photography, Interior Design details, and Typography. Together, these systems are used across signage, uniforms, menus, and online.
From Shared Vision to Identity
Working closely with founders, Hakuchō was shaped through an ongoing collaboration from concept to launch. Together, we built a cohesive world where identity, atmosphere, and experience work in tandem. The result is a brand that feels welcoming and local, but with enough personality and freshness to bring something new to the community.
