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New Logo and Identity for Sushi Daily by Without
 

before

after

Noted Dec. 19, 2018 by Armin

Industry / Food Tags /

About

(Est. 2010) “Sushi Daily brings the finest quality, Happily Handmade Sushi to convenient locations around Europe. Found in supermarkets and travel hubs, our kiosks are home to highly skilled and creative Sushi Artisans who make fresh and delicious sushi right before your eyes. With over 700 kiosks in 10 countries, we entertain and delight thousands of customers every day.” Their first high-street “grab & go” dedicated location launches in London this week.

Design by

Without (London, UK)

Related links

Without project page

Relevant quote
Without® initially won a pitch to develop the brand for its first dedicated ‘grab & go’ store on London’s New Oxford Street. But the work developed into a new identity, including new logo and website, to be rolled out across the business.

Without® based its work on the story of founder Kelly Choi and her promise to sushi master Yamamoto-San to make the best sushi available to everyone. The new brand identity features a family of illustrated characters – led by a female chef (with fish-tail hair) – and a strong Japanese indigo blue. The contemporary illustrations enable the brand to educate without formality. The indigo showcase vivid sushi colours whilst feeling more distinctive than ubiquitous black sushi trays.

Without project page

Images (opinion after)
New Logo and Identity for Sushi Daily by Without
Moving from typical black-and-red sushi aesthetics to something different.
New Logo and Identity for Sushi Daily by Without
Logo.
New Logo and Identity for Sushi Daily by Without
Family of logos.
New Logo and Identity for Sushi Daily by Without
New Logo and Identity for Sushi Daily by Without
Patterns.
New Logo and Identity for Sushi Daily by Without
Website.
New Logo and Identity for Sushi Daily by Without
New Logo and Identity for Sushi Daily by Without
Packaging.
New Logo and Identity for Sushi Daily by Without
Chef coat.
New Logo and Identity for Sushi Daily by Without
Signage.
Story of Sushi Daily.
Opinion

The old logo was so generic in the realm of typical sushi logos that it was probably useless as a true identifier. The new logo is much more unique, warmer, and highlights that the company was founded by a woman. I love that they didn’t take that approach too seriously and gave her a hairstyle in the shape of a fish, adding a touch of whimsy and humor. The type around it is nice but perhaps something a little less generic than Avenir would have added more personality. The secondary characters in the logo are not as good and start to feel like they are trying too hard to be humorous. The patterns are cool and makes me wish the logo had some of their rugged texturing as well. (Or perhaps, it should be the other way around, with the patterns needing to be crisper to match the rest of the identity.) The boxed packaging looks great with the patterns and definitely make for clearer branding when buying those at kiosks. Overall, this is a great design improvement but if there was one concern it would be that the redesign makes this look more boutique-y, small-scale, and less like a company selling sushi in 700 kiosks.

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