Allies creates new Feng Sushi website

Allies has designed a new website for sushi restaurant Feng Sushi, incorporating online ordering and a community-based forum style, targeting its ‘niche following’ in a photo-heavy site.

The consultancy came through a three-way credentials pitch in November 2010 to win the contract, according to senior designer Amy Joyce, who says the project was initiated following a recent takeover of the company by entrepreneur Luke Johnson.

Photographers Keiko Oikawa and Hiromi Frateantonio were commissioned for the project. Joyce says, ‘Feng Sushi has a really strong niche following in Kensington and Fulham but the sustainable message is not getting out, and there weren’t any pictures of the food before.’

The new site shows other services offered by the company including corporate catering and a sushi school which have been given more prominence in a bid to increase awareness of the company’s services and values, according to Allies.

Co-founder of the company Silla Bjerrum has been given a page on the new site to help show the provenance of the brand.

A unique Kimono fabric pattern commissioned by consultancy Duke and Earl which carried out a 2009 rebrand features on the site, is on Feng Sushi packaging and is being incorporated into restaurant interiors.

Feng Sushi’s six restaurants are currently undergoing an interior redesign by ZMMA and Chalk Farm is the next to reopen on 27 January.

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