Sushi Ginza

Client: Sushi Ginza

Task:   Brand creation

Challenge

Sushi Ginza was a fledgling ready-to-eat sushi company with a national distribution opportunity through Woolworths on the proviso that they created a strong, engaging brand. Our job was to create and activate the Sushi Ginza brand.

A fresh new brand fit for the mass market

With the supply chain in place, we developed a number of creative territories that challenged conventional thought about the freshness of supermarket sushi and how it should be branded.

Our brand essence centred on the idea of ‘Generation Zen’, with a focus on health, wellness and beautiful fresh ingredients. The identity was hand-painted, inspired by Zen symbology and used organic colours that represented wasabi, salmon and other ingredients.

With a brand strategy and positioning in place, we designed and artworked the packaging, including structural prototyping, for 33 SKU’s and developed an integrated national marketing campaign that launched at Sydney’s Royal Easter Show.

Results

Ranged in over 100 Woolworths and Thomas Dux stores within 12 months of launch.

Sushi Ginza was a State Finalist for the Australian Marketing Institute Awards for Marketing Excellence.