iro.nyc
Type / 18s loop
Shippori Mincho × Inter
色
IRO
色
いろ
Sushi, every day.
Vision
Priced by the colour.
Tagline
Display — Shippori Mincho
Aa 色
Wordmark, headlines, menu, anything that asks for soul.
Body — Inter
Aa Bb
Body copy, prices, captions, any digital surface.
色
色
色
色
One mark · Many sizes
IRO 色
Kinetic specimen — 2026
The Mark
Identity System · 4 forms · Construction · Clear space
01 / Trinity
IRO
色
いろ
02 / Lockup
IRO色
03 / Monogram
色
04 / Inverted
IRO
色
いろ
Construction
The character 色 sits on a 6×4 unit grid. Cap-height aligns with IRO at 4u. Optical baseline shifts +0.2u for visual balance.
Clear space
Minimum clear space equals 1× the height of 色 on every side. No content, image, or graphic enters the dashed zone.
Sizing
Smallest legible size: 12pt for the monogram, 16pt for the IRO 色 lockup. No upper limit.
The Plate System
$5 → $15 · The colour is the price
$ 5
Bone
Veg rolls, edamame,
miso, simple maki
miso, simple maki
$ 6
Oat
Salmon, tuna nigiri,
basic rolls
basic rolls
$ 7
Sage
Chicken katsu,
karaage roll, fusion
karaage roll, fusion
$ 9
Hinoki
Hot dishes — gyoza,
karaage, takoyaki
karaage, takoyaki
$ 11
Terracotta
Premium nigiri,
hamachi, eel, scallop
hamachi, eel, scallop
$ 15
Charcoal
Otoro, uni,
aburi wagyu
aburi wagyu
Off-plate
Brought to your table.
Items too big or too hot for the belt — ramen, udon, donburi. Ordered from the tablet, served fresh, priced individually.
Shoyu ramenchashu, soft egg, nori
$ 14
Vege ramenshiitake dashi, corn
$ 13
Karaage udonfried chicken, dashi
$ 13
Curry udonkatsu or vege
$ 13
Chicken katsu donpanko, sweet soy
$ 13
Salmon ikura doncured salmon, roe
$ 15
Teriyaki chicken doncharred, scallion
$ 13
Wagyu beef donA5, garlic chip
$ 18
Next evolution → 焼鳥 yakitori — off-counter, charcoal-grilled, bookable.
iro.nyc / menu
IRO 色
Menu — Spring 2026
On-plate · Nigiri / two per plate
SalmonFaroe Islands · MSC
$ 6
Tuna (akami)pole-caught yellowfin
$ 6
Chicken avocadopoached, house mayo
$ 7
Ebi tempuraprawn tempura, sweet soy
$ 7
YellowtailKagoshima Prefecture
$ 11
Eel (unagi)Kagoshima · house tare
$ 11
OtoroSpanish blackfin · responsibly farmed
$ 15
Aburi wagyuA5 · teriyaki, scallion
$ 15
On-plate · Rolls & maki
Cucumber maki
$ 5
California rollkanikama, avocado, tobiko
$ 6
Chicken katsu makipanko, sweet soy
$ 7
Karaage rollfried chicken, kewpie
$ 7
Salmon dynamitespicy salmon, tempura crunch
$ 11
On-plate · Hot
Edamame
$ 5
Miso soup
$ 5
Gyozapork & cabbage, six pieces
$ 9
Karaagefried chicken, yuzu mayo
$ 9
Takoyakioctopus dumplings, six
$ 9
Off-plate · brought to your table
Shoyu ramenchashu pork, soft egg, nori
$ 14
Vege ramenshiitake dashi, corn, scallion
$ 13
Karaage udonfried chicken, dashi broth
$ 13
Curry udonkatsu or vege
$ 13
Chicken katsu donburipanko, sweet soy
$ 13
Teriyaki chicken donburicharred, scallion
$ 13
Salmon ikura doncured salmon, salmon roe
$ 15
Wagyu beef donA5 wagyu, garlic chip
$ 18
Drinks
Hot or cold green teaself-serve at table
free
Ramunemarble bottle · lemon-lime
$ 6
Asahi Super Drydraft
$ 7
Sake — house junmai
$ 11
Packaging
Refillable · Letterpressed · Returned to
01
Soy fish
01 / Hand-blown glass · refillable
02
Wasabi sachet
02 / Letterpress washi · refillable
03
Ginger sachet
03 / Letterpress washi · refillable
04
Takeaway box
04 / Compostable kraft · embossed
05
Chopstick sleeve
05 / Hinoki wood · letterpress washi
06
The bill
06 / Letterpress card · keeps the night
06 / Spatial Direction
The room is
made of wood.
The conveyor belt is pale oak, not black plastic. Plates are hand-thrown ceramic in muted glazes. Lights are paper lanterns and warm pendants. Napkins are linen, menus are washi paper, chopstick rests are brushed brass.
The principle is Ma (間) — the considered emptiness between things. The only ornament is the food, the colour-coded plates, the people.
Materials
Bone#F4F0E8
Oat#DCD2C0
Hinoki#C8AE82
Sage#9DA28C
Terracotta#B8826A
Charcoal#3A3835
Brass#9C8455
Art Direction
Visual world · 8 references
木
Pale oak
Warm wood · the conveyor
皿
Hand-thrown ceramic
Imperfect · glazed by hand
金
Brushed brass
Hardware · taps · rests
紙
Washi paper
Menus · sachets · letterpress
麻
Linen
Napkins · soft folds
光
Soft daylight
Single source · warm
間
Ma · negative space
The pause between things
墨
Sumi · ink
Type · contrast · the mark
In the World
Applications · 6 surfaces
01
Sushi,
every day.
every day.
色
$ 6
Walk in.
IRO
Otoro
Tuesday.
Tuesday.
$ 9
いろ
Priced
by the
colour.
by the
colour.
Instagram9-grid · alternating type and tier glaze
02
IRO 色
Sushi, every day.
iro.nyc
NYC · 2026
OG card1.91:1 · social, press, share
03
IRO 色
Jake Pasternak
Founder
jake@iro.nyc
Founder
jake@iro.nyc
Business card3.5 × 2 in · letterpress · Crane card
04
色
Window signageSand-blasted glass · single character
05
IRO 色
Sushi, every day.
Priced by the colour.
Priced by the colour.
Hat tagLetterpress · staff & merch
06
IRO 色
SALMON$ 6
TUNA$ 6
KATSU MAKI$ 7
GYOZA$ 9
HAMACHI$ 11
OTORO$ 15
SUBTOTAL$ 54
Take-away menu cardFolded · slip into wallet
色
In-table ordering
Tablet UI for off-belt items, hot dishes, drinks. Dual-language, type-led, in-brand.
Coming soon
iro.nyc / order
IRO 色
Ordering Website
Walk-in is the default. The website is for takeaway, delivery, and seeing what's on the belt today.
Coming soon
IRO 色, Brand Identity
Next Project