Brand positioning today is afflicted with an irony: it's easier than ever to position a brand, but harder than ever to capture attention. The implication is that, regardless of budgetary size, good marketing must tell a convincing story about why a company is rather than what it is doing.

GOMI is an experimental design project centred around the use of programmatically generated images to support individualised, unique branding for a restaurant called ATIROM in Tokyo, Japan.