Uncle Tetsu

AO was tasked to assist in taking the coveted brand of the Japaneses-born chain to a new level of sophistication and refinement for their 1st northern California location at the newly expanded Hillsdale mall. While staying true to the open and theatrical display of the hand branding of each cake, the design moved to a more simplified and contemporary look that reflects the refined craft that takes place in the preparation of each delicate cheesecake.