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 the new brand strategy. Additionally, SushiCo is expanding internationally and exploring new restaurant concepts.
SushiCo is Turkey’s first and most widespread Far Eastern restaurant brand. Across 6 countries, with 80+ locations. The 7th largest Far Eastern restaurant chain worldwide. A pioneer of Asian cuisine and culture. The market leader. A brand that builds a connection with its guests through both taste and cultural experience.
Project Expertise
Creative Strategy
Branding
Packaging Design
Menu design
We set out to deepen this connection and open new chapters. We distilled the brand values into a clear creative philosophy. We drew inspiration from Eastern symbols and wove its spirit into the core of our identity. This journey led us to create a new visual language built around six icons — each with its own kanji, its own story, its own meaning.
DETERMINATION
Koi fish swim against the current — a symbol of strength and perseverance. SushiCo carries this determination, striving to elevate its offering every day.
ROOTEDNESS
The pine tree symbolizes resilience and longevity — reflecting the brand’s enduring commitment to consistent quality.
TRANSFORMATION
The dragonfly represents an elegant evolution that never moves backward. SushiCo continues to grow and evolve, always preserving its essence.
INNOVATION
The Great Wave stands for renewal and transformation. Each new flavor introduced by SushiCo is born from this spirit of innovation.
LOYALTY
Cranes return to the same migration path each year. SushiCo’s relationship with its guests follows this same sincere cycle of loyalty.
STRENGTH
The tiger is the emblem of inner power and courage. This energy lives within the SushiCo team and is reflected in every guest experience.
CREATION OF MULTIPLE STORIES
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.
With our brand stories, we helped SushiCo position itself as a brand that establishes a strong emotional connection.
Two custom typefaces were licenced from the Turkish font designer Fatih Hardal.
SushiCo is more than a restaurant. It is a way of life. A cultural bridge. A brand carrying the soul of Asia — from Turkey to the world
Most importantly, sincerity and kindness can sometimes be valuable even from the most beautiful design. We Love You Dear Zeynep and the Precious PEP Team!
Gülçağ Saral
SushiCo Marketing Manager
