KASUMI SUSHI
Rebranding
March 2021
March 2021
Description
Kasumi Sushi is a local sushi shop with a unique all-you-can-eat style of business. Rather than paying per plate of sushi an upfront cost is paid, and additional fees are added for unfinished plates. This discourages wasteful consumption and helps alleviate the usual costs of product at other buffets.
Process
"Kasumi" is the word for "Haze" or more particularly a spring haze. The unique business practices of all-you-can-eat sushi could be visualized with repetition. Initially, I wanted to combine both of these into one. However, through ideation it proved too muddy of a design to continue with.
Instead, I opted to combine the Kasumi Haze with the form of a maki roll. While this design choice ended up ignoring the 'spring' aspect of the word Kasumi, I felt that due to a primarily English speaking audience this concept could be overlooked. In an attempt to include the repetition motif created during brainstorming, supplementary background patterns focused on this repeating idea.
Old Logo
New Logo
PROCESS
FINAL DELIVERABLES
