Sushi Daily have used graphic illustrations and cartoon characters to front their branding which has been used for the company’s first “grab and go” restaurant in London.
The task of creating the brand was given to design studio Without who have designed the new visual identity for Sushi Daily that hopes to focus on the “quality” of the products and help it stand out from the crowd on the high street.
The company is well known for its sushi kiosks which are housed in more than 700 supermarkets across Europe, including Waitrose, with chefs making the sushi on-site.
With the company opening its first London store on Oxford Street it has hired Without to create a brand image that will help it compete with other stand-alone sushi outlets. The rebrand to Sushi Daily has only been applied to the new high street branch and its accompanying website for the time being.
Without say that the existing branding and packaging, comprising of black trays with gold patterns and script typography are similar to most other sushi supermarket brands.
“Research showed that while customer satisfaction was high, brand recall was really low. People loved the product but weren’t engaging with who made it or understanding why it was good,” says Roly Grant, creative director at Without.
Grant adds that while the current identity may work where customers are browsing aisles, it may not work well on the high street, so Without wanted a more distinctive look for the company “to better express its expertise”.
The studio were also keen to keep away from any “western clichés of Japan.”
The inspiration for the new identity comes from the “strong women in the Sushi Daily team”, Grant says, and in particular the company’s founder Kelly Choi.
The logo is made up of an illustration of a female character with “fish-tail” hair held in place with a pair of chopsticks.
“The character is creative, caring, disciplined and fun. The illustration style is a modern expression of Japan, accessible to Europeans,” Grant says.
Sushi Daily appears in a circular shape which goes around the character in a sans-serif typeface, in capitals. It is joined by a series of images in a similar, illustrative style, with a group of characters including men, women and a cat, which all have little hearts for eyes.
The illustrations also feature different scenarios, with one of the characters trying to carry a fish that is bigger than them. The illustrations are brought to life through animations which can be found on the website, with one in particular charting how Choi learned to make sushi and how she started the business.
The colour palette for the branding is based around a primary colour of indigo blue, along with salmon-pink and a shade of beige, but it has stayed away from black which is used widely throughout on sushi packaging, says Grant.
“Black is a great colour for sushi as a contrast to the food, but it’s used by everyone and feels heavy. Japanese indigo is an important colour culturally and works just as well to showcase the food,” says Grant.
Textured patterns which are intended to resemble rice are also featured on the website.
The new logo and branding has rolled out across the stores signage, packaging and also on the Sushi Daily website for the grab-and-go-store, which is a different website to the existing, overarching site.
Without have not yet confirmed if the branding will roll out across the rest of the company’s kiosks based in the supermarkets, but the studio will continue to work with Sushi Daily.
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