This year, Esther Goh and other members of Kinetic Singapore came up with a fun collection of prints and packaging design for a sushi restaurant’s branding! Sushi is such an appealing food to look at as is, but this just bring the eye-candy up a notch without overpowering.
We were so delighted to find this project on Behance and had to share with our viewers!
Work by Kinetic SingaporeCreative director: Pann LimArt director: Esther Goh, Astri Nursalim, Gian Jonathan, Jack Tan, Pann LimCopywriter: Eugene Tan, Joseph DaviesIllustrator: Esther GohAccount Director: Dennis Lim
A FRESH TAKE ON SUSHI
The client wanted to launch Singapore’s first ever fully customizable sushi store. Being offered a wide selection of fresh ingredients, diners could pick and choose precisely what went into their hand-rolls.“MAKI-SAN”
We proposed naming the store “Maki-San” for one simple reason: the word “-San” roughly translates as “mister” or “missus” in Japanese, and by using this suffix, each Maki could be uniquely personified. This idea also extends to operations: customers can name their own rolls however they choose to. The logo is made up of emoticons commonly used in Japanese pop culture.ENDLESS POSSIBILITIES.
Using hand-drawn illustrations of mushrooms, avocados, cucumbers, and other ingredients, we designed a myriad of patterns which became Maki-San’s main visual identity. These motifs were applied throughout the consumer experience – right down to the packaging – to play up the endless, fun options available for diners.WHAT’S IN A NAME?
To inspire customers in their Maki creations, we created amusing combinations such as “Kevin’s Bacon”, “Ebi Road”, and “Curry-OK”. The illustrated Maki rolls were extruded to reveal their ingredients.ONLY YOUR FAVOURITES.
At Maki-San, customers have the ability to exclude any ingredient they don’t fancy. This preposition is amplified with a series of posters which hang vibrantly on the walls. Some usual culprits are personified into villains straight out of a Japanese manga comic.
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