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Maki-San Sushi – Branding & Print

Maki-San Sushi – Branding & Print
Maki-San まきさん
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!
  • Creative director: Pann Lim
    Art director: Esther Goh, Astri Nursalim, Gian Jonathan, Jack Tan, Pann Lim
    Copywriter: Eugene Tan, Joseph Davies
    Illustrator: Esther Goh
    Account Director: Dennis Lim
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.
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.
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.
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.
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.
Elizabeth Sanchez
Blogger about Packaging Design Trends. An advocate of new, fun packaging designs and prototypes. Supporting creative packaging designs worldwide.