In response, we generated a unique visual language that extended beyond mere symbols and typefaces, covering everything from printed collateral to interior design. Drawing from the double ‘i’ in Sushiitto, we created an abstract symbol representing the interplay of two cultures.
This informed our photographic approach, generating engaging images capturing a Westerner’s perspective of Japanese culture.
Using these foundations, we built a distinctive brand language and implemented the new visual identity across over 100 restaurants worldwide.