Rebranding Japanese with a Mexican twist
Sushiitto is a Japanese restaurant chain with branches in Mexico, the US and Spain. They approached us with some very clear goals: to distinguish their brand in saturated, competitive markets; to elevate their culinary formula; to support the idea that Sushiitto marries Japanese cuisine with the cultural habits of the host country – an approach that is commercial, but not without sophistication.
We created an identity that went beyond symbols and typefaces, generating a distinctive visual language to encompass everything from printed collateral to dining materials and interior design. We set aside the old symbol – a fish – and created a more abstract symbol, drawing inspiration from the double ‘i’ of the brand name. These two dots, or points, signify the coexistence of two cultures: the Japanese formula and the local market. The two dots also prompted a new approach to photography, playing with the visual concept of a westerner’s view of the Japanese culture. For this we created a collection of engaging images suggesting the journey of a westerner about to take their first steps in Japan.
Having created these strong foundations, we developed a bold, recognisable language for all brand communications, implementing the new visual identity in more than 100 restaurants around the world.