Two entrepreneurs approached TYC to help them realise their dream career by developing a brand personality and F&B experience that disrupted the sushi market by introducing sushi rolls to the takeaway, grab and go lunch market.
The brief to TYC was to work collaborative with the entrepreneurs to create a young, fun brand and a wow-factor mid-mall kiosk that would put this F&B start-up on the premium shopping centre map.
The project kicked off with a creative session where we took the time to learn about the founders and explore the desires for the brand and objectives for the business. Novelty and experience were identified as USPs for the brand as sushi rolls are new to the UK sushi market and there is plenty of theatre in the preparation of fresh sushi rolls.
Our multidiscipline team composed of strategy, brand, environment graphics and interior architecture designers, worked together to explore a number of different routes for both the 2D and 3D elements of the brand.
A key objective of the design concept phase was to create a brand and proposition that captured the attention of landlords as a site had not yet been agreed.
Throughout the brand development, detailed design and technical design drawing stages particular attention and consideration was given to materials and production costs. Aiming to strike a balance between securing a location in a premium mall and meeting the setup costs of the business plan.
A confident and bold brand that stands out from the crowd. Using the brand positioning and collateral designed during the full lifecycle project Greg and Nick were able to secure a location in the premium Westfield London phase ll expansion. Such a prime location for a start-up is testament to the hard work of the client and design team alike.
Since launch in October 2017, the SushiDog team have been exceptional at gaining a 5* food prep rating and using social media to raise brand awareness and drive footfall to the unit. We are excited to see where SushiDog goes next as we thoroughly enjoyed creating this beauty from start to finish!
Project scope: Strategy, Branding, Graphic design, Kiosk design, Art direction, Comms.