High street sushi is now a thing, serving a growing number of sushi newbies who don’t know their Ebi’s from their Aburi’s. They're blind to poor quality sushi so pushing a new premium sushi brand with an elevated price point is as tough as it gets when it comes to driving feet through the door and bums on seats.

MAKE IT MOTIVATING

The high street didn’t need another operator with vast chillers crammed full of chilled sushi and bento boxes. The opportunity was in offering a different type of experience – one driven by open, authentic live sushi kitchens. Pre-made, chilled sushi was the high street standard, but the only thing this new sushi brand had in common was the high street location. At The Sushi Co. made-to-order, minutes fresh sushi was the guest proposition, delivered through open live sushi kitchens.

MAKE IT MATTER

Despite the sushi at The Sushi Co. being created authentically, the communication of that process and the food itself was crafted in more unexpected ways. Life, colour and movement are at the heart of the new brand world to deliver a modern and accessible feel without the traditional reserve. This consistent visual style held all elements together – from table menus to social assets, and digital screens to photography. Beyond the brand world fundamentals footfall driving local store marketing tactics and national press advertising campaigns were on the menu for the UK’s fastest growing sushi brand.