After initially commissioned to design an interior format for Sushi World, the need for a national re-imaging program was immediately recognized. This included a strong graphic design to compete in a fierce market place, with a scope encompassing graphic identity, interior design, signage, project management and menus.
Our ambition for the Sushi World outlets sought to maximise the use of limited space, a typical constraint of shopping mall environments. We responded by creating a strong brand through the use of colour and symbolic imagery for point-of-sale and packaging.
The back-of-house areas are concealed behind pivoting 'red banner' vertical menu boards. A series of symbols represents the ingredients and varieties of sushi on offer. Strong black and red graphics and dry goods stacked in pigeon hole shelving contrast with the delicacy of the fresh product. To complement the vitrethane wall panels, we selected a warm red timber for the shelving.