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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.

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.

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.