Branding - Kulu Kulu Sushi

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Brief

You are asked to create and develop a visual identity for a given organisation.

It is important that you thoroughly research your selected organisation so that you understand its heritage as well as its vision for the future.

You must explore alternative ideas before selecting a route to refine, and should consider the strategic aspect and components, such as the company's vision, positioning, purpose and mission. Think about how you can express and communicate its culture and personality.

My Final Outcome

My given organisation is 'Kulu Kulu Sushi', a sushi restaurant situated across three locations in London (Soho, Kensington and Covent Garden). Their current brand is very inconsistent, and the visual language is quite difficult to take in. From visiting the restaurants, I knew I wanted, and needed, to create a visual identity which was consistent, but was also bold and eye-catching. The sushi served in the restaurants is freshly made and served to the customers via a conveyer belt. Their food is bright and bold in colour, and I felt this needed to be evident in their visual identity.

The visual identity I've designed is presented through an advertising poster, business card, restaurant menu, takeaway menu and chopsticks. Within these elements, I also designed a small sushi icon set, which is consistent across the visual elements. These use simple colours and shapes to represent different pieces of sushi served, making it identifiable to the restaurant's customers.

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