SushiCo Re-branding

SushiCo approached us with a request for a new visual identity as part of its brand revitalization initiative. The brand is undergoing a comprehensive renewal process, incorporating new architectural concepts and menu designs that convey a premium image capable of accommodating elevated prices. Additionally, SushiCo is expanding internationally and exploring new restaurant concepts.

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In response to these challenges, we developed 13 icons inspired by symbols from Asian culture, seamlessly harmonizing them with the brand's core values. Each symbol is complemented by a "kanji," representing logographic characters used in the modern Japanese writing system. These characters convey words, syllables, or concepts.

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This innovative approach has resulted in the creation of multiple stories that resonate with consumers' emotions, inspiring them and positioning SushiCo as a brand that establishes a strong emotional connection.