Shisu

Sushi & Japanese Cuisine / Takeaway / Delivery

Our goal was to create a bold and contemporary identity for Shisu — a sushi brand that combines precise preparation, fresh ingredients and the speed of modern urban delivery. The brand needed to communicate quality without becoming distant or overly premium, while maintaining the playful energy required to stand out in a fast-moving and highly competitive food category. The key challenge was to move away from the predictable visual language of sushi restaurants: black-and-red palettes, rising suns, ornamental hieroglyphs and generic images of rolls and chopsticks. Shisu needed its own character — recognizably connected to Japanese cuisine, but never built on imitation. The identity also had to remain clear and expressive across narrow sushi boxes, menus, takeaway packaging, street advertising, delivery platforms and constantly changing social media content.

We created a playful seal character emerging from stylized waves and confidently balancing a piece of sushi with chopsticks. The mascot combines precision with humour and gives Shisu a friendly personality that can communicate with customers across different formats. Around it, we developed a modular system of geometric symbols inspired by sushi rolls, fish, bowls, chopsticks, sea waves and Japanese visual rhythm. Deep teal communicates quality and depth, coral red references salmon and appetite, while pale blue adds freshness and cleanliness. Bold typography keeps the identity direct and contemporary, while the repeating graphic tiles make packaging instantly recognizable from any angle. The system extends across sushi boxes, menus, takeaway materials, delivery applications, outdoor advertising, kiosks and social media. The result is a distinctive brand language that feels Japanese in spirit, international in expression and unmistakably Shisu.