HRMT
A rebranding project for Hiramatsu Inc., which operates more than 30 locations nationwide, including fine-dining restaurants such as “Hiramatsu,” “ASO,” and “Paul Bocuse,” as well as hotel and bridal businesses. While each brand within the group has evolved independently across different genres and formats, the company faced the need to reorganize and systematize its brand architecture in preparation for future domestic and international expansion.
To retain the essence of the heritage brand “Hiramatsu” while increasing flexibility and scalability, a new corporate brand name, “HRMT,” was created by omitting the vowels. Each letter represents a core value the group seeks to uphold moving forward: H for “Harmony,” R for “Restructure,” M for “Moment,” and T for “Tradition.”
The group is now unified under the name “HRMT GROUP.” Existing brands adopt the designation “by HRMT” to enhance synergy and operational efficiency, while strategically important new ventures are launched directly under the “HRMT” brand. This structure clarifies the group’s overall cohesion and growth strategy without compromising the individual identities of existing establishments.
The first experimental restaurant, “HRMT STAGE,” is a compact, street-level establishment located in Ebisu, Tokyo, measuring approximately 175 square meters with 33 seats. It represents the group’s first initiative in collaborative menu development among chefs specializing in French, Japanese, and Italian cuisines. At the same time, it serves as a “gateway for the next generation,” actively fostering young chefs and service professionals.
To encourage interaction between chefs and guests, the kitchen area was expanded beyond conventional proportions and organized around a large U-shaped counter referred to as the “center stage,” which extends into the dining area. By raising the surrounding floor level by 250 millimeters, the guests’ seated eye level is brought closer to the chefs, allowing even their detailed movements to be naturally perceived. Extending the kitchen toward the entrance further allows the energy of the space to be felt directly from the street.
