The client wanted to launch Singapore’s first ever fully customizable sushi store. Being offered a wide selection of fresh ingredients, diners could pick and choose precisely what went into their hand-rolls. We proposed naming the store “Maki-San” for one simple reason: the word “-San” roughly translates as “mister” or “missus” in Japanese, and by using this suffix, each Maki could be uniquely personified. This idea also extends to operations: customers can name their own rolls however they choose to. The logo is made up of emoticons commonly used in Japanese pop culture.
Using hand-drawn illustrations of mushrooms, avocados, cucumbers, and other ingredients, we designed a myriad of patterns which became Maki-San’s main visual identity. These motifs were applied throughout the consumer experience – right down to the packaging – to play up the endless, fun options available for diners.