**Challenge**
Design a youthful, unconventional sushi brand aimedthat would stand out in a highly saturated market.
**Idea**
Our brand couldn’t compete with other sushi chains on the usual tropes like tradition, heritage and authenticity (they’re not even from Japan). So instead of trying to hide it, we celebrated it – with a playful name, tongue-in-cheek brand story and colourful, cheeky brand aesthetic that sticks two fingers up to the serious sushi brand cliches.
**Execution**
We needed a bold, highly recognisable brand suite that could be applied across multiple executions, from store signage and menus to digital environments. The result was a concept we coined “Tokyo arcade”: a mix of retro game-style characters, pixellated graphical elements and neon brights that works across point-of-sale and physical executions as well as digital environments where motion and movement can be incorporated.
