Papa San

New York, New York

From the team behind Llama Inn and Llama San, Papa San reimagines Nikkei cuisine as a Peruvian Izakaya — high-energy, unorthodox, and built around raw fish, smoke, and music. The concept draws on the cultural transformations of the 1960s, when Japan’s graphic movements, youth protests, and underground cinema collided with Peru’s resurgence of the Nikkei community and its layered food traditions. Both cultures were redefining identity, blending heritage with rebellion. That tension became the foundation for a brand that is bold, hybrid, and alive with contrast.

Visually, the identity borrows from 1960s pop graphics and Wong Kar Wai’s saturated cinematography. A high-contrast palette recalls film posters and magazines, while bold commercial typefaces and playful layouts echo nightlife flyers and protest prints. Traditional Peruvian patterns are integrated into these modern compositions, creating a system that feels both rooted and experimental. The result is a brand that is cinematic, textured, and unmistakably designed for the energy of a night out in New York.

creative direction
Polonsky & Friends

graphic design
Fuad Smeke