Kyoto Nakasei is the pioneer of dry-aged beef in Japan. The shop's design and logo has been overhauled and features a circle with a single line through the center that emulates the character "中" used in the shop's name, expressing the owner's credo: "bringing cow, people and meat together." The wine-red of dry-aged beef is the brand color. Through the shop's window, passersby can look in and see shop staff and customers discussing the customer’s desired meat across from each other, without seeing the actual product. This style will be used in the opening of further locations throughout Japan.