Sushitime needed a visual identity for new sushi and wok dishes whose goal reflected the new Great Food Fast brand strategy and yet it wanted to retain the original logo.
Illustrations underscoring its exceptionality
Bigname succeeded in avoiding Asian clichés, yet brought benefits to the packaging and made it into a small advertisement. A hand-drawn illustration was designed of the natural ingredients such as salmon, avocado and tofu that are typical for Sushitime’s cuisine. The colour palette for the brand was also derived from these ingredients. Black-and-white illustrations create the texture on the packaging background and the coloured strip around the logo, with the typographic claim helping customers at first glance to distinguish between products.
Packaging as a tool for education
By preserving the original logo and title, Bigname succeeded in shifting perceptions of Sushitime. Both the new natural corporate colour palette and the clean and practical visual style of packaging have enhanced the quality of the delivery service customers perceive, while educating them about how fresh the ingredients of each product are. An element that turned out to be quite surprising was using the package bottom to make the brand visible while customers are eating and afterwards.
- New takeaway packaging guidlines
- Custom hand drawn illustrations
- More versatile brand Identity
- Better product identification