Kappa Sushi was the #1 nationwide sushi-go-round restaurant till 2010, but its share dropped to #4 when competitors introduced new products. It earned the image of being ‘outdated’ and ‘quality that meets its price’.
In order to re-brand this image, we focused on brightening up the stores with illustrations featuring sushi in a modern, iconic design. Vivid colors that appeal to the eyes gave life to the generally unappetizing colors of raw fish. Bold designs that make one wonder what fish is featured entertained guests.
Posters, lampshades and staff aprons employed this unique design.