Overview

Based on the “kaiten sushi” invention of the revolving sushi conveyor belt, Genki Sushi combines traditional sushi with modern technology. Some stores feature  double rail express systems with touch-screen ordering capabilities.

Genki has a “sister store” called “Sen-Ryo” which is geared towards higher end audience, while Genki is geared towards a broader audience. Genki sushi started in 1990 but has now expanded to 4 different countries outside Japan – Kuwait, Hong Kong, Singapore and United States.

I was charged with a rebrand of their American branch, to facilitate greater cultural understanding and adoption of the brand.

My role
  • Logo Design
  • Environmental Design
  • Print collateral
  • Identity collateral
  • Pattern Design
  • Packaging
Length of project

2 months

Tools used
  • Photoshop
  • Illustrator
  • InDesign

Project Requirements

  • Brand Research
  • Competitive Analysis
  • Write a Brand Promise
  • Define Brand Attribute
  • Define Brand Positioning
  • Create Brand Character
  • Design Logo
  • Brand Identity
  • Create Brand Guidelines
  • Environmental Design
  • Design a restaurant website

Genki Sushi Brand

I’ve conducted extensive research on Genki Sushi Restaurant as well as the their competitors, following an in-depth process to define the brand and create visual assets that are representative of the brand essence and help the client to stay relevant in the competitive restaurant industry.

Working in teams, we came up with the following to help differentiate and define the brand.

1

Brand Promise

We are adaptable to changing trends in the market place, while creating an upbeat atmosphere and providing timely exceptional service.
2

Brand Attributes

We enable people to get introduced to Japanese dining experience through providing a great value sushi and a quality, expedient customer service.
3

Brand Positioning

Genki Sushi provides an accessible Kaiten Sushi experience at an affordable price.
4

Brand Character

Timely, Adaptable, Friendly.

Target Audience

1

Primary Target Audience

We have determined that our primary audience for Genki Sushi are students, as well as families with children.
2

Secondary Target Audience

Secondary target audience are people who never tried sushi, who would enjoy the americanized offerings.

New Brand Identity

Once the brand has been defined, I started exploring the way to express the brand. I did a lot of sketches and ended up with a logo that I feel represents them best.

Logo

I kept their target audience in mind – this restaurant as the place where you would go with your friends to or where you can bring your family and kids to. I chose the fish as a mark as it is a sushi restaurant. I sketched a lot and arrived at current mark. The concept of the gathering place is expressed in grouped organically shaped pieces of fish. That is echoed in the typeface selection for the name. It has a Japanese feel and is also reminiscent of pieces of sushi. The fun and young feel is expressed through the use of different colors.

Branding Colors

I have designed the color palette to be bright, cheerful and youthful — appropriate for the target audience. Then I created a library of patterns keeping in mind the Brand Character.

Business Cards and Takeout Box

I’ve designed business cards to be versatile — for the restaurant as well as for corporate employee use.

To complete the brand experience and fulfill the need for a takeout box, I’ve updated the look of the said box. I went with simple and approachable design as it felt appropriate for the target audience.

Menu

I’ve designed the menu, using patterns and colors for the collateral to look on brand. I decided to use colors to differentiate the price points. I have created small icons to denote whether the menu item is cooked, raw, spicy, or vegetarian.

Environmental Design

I also designed a a window decal for the Capitol Hill restaurant location. This location lacks visibility, so I felt that a window decal would be a great solution for the visibility problem, which would increase the much needed foot traffic.

Logo

I’ve designed web presence as well.  I thought about the nature of the brand and brand character and developed a homepage that is easy to use, that is fun and approachable. I used the hero image to inform the user of the special that is being ran as well as an easy way to access the menu.

What I've learned

While working on this project, I’ve learnt the importance of defining the Brand, it’s attributes, positioning, its promise. This sets the tone for the entire rebrand process and without it a successful rebrand is not possible.