The consultancy was appointed by restaurant group Sho Cho, the Chez Sushi parent brand, on the recommendation of consultancy Brand Architects, which is working on the restaurant interiors.
The website was created in-house by So Cho’s web development team.
Designhouse was briefed to create branding that reflects the restaurant’s daytime, family-friendly, ‘fun and quirky’ feel, according to Brandhouse.
The branding is shown on all touch-points including packaging, stationery, printed collateral, uniforms and the website. It features a series of colourful icons to represent the different sushi products on sale.
Owen Mathers, designer at Designhouse, says, ‘Sushi is quite a complicated thing if you don’t know too much about it, so it was a bit of an education process for us. Each icon represents a different sushi dish so they reflect the colours of the sushi. It simplifies the process for someone picking something off the menu.’
The orange and green logo references the shape of a sushi roll viewed from above. Mathers says, ‘With the logo we wanted to use a typeface that hinted towards the Japanese influence. The interlocking of the C and the S represents a sushi roll, so the green is based on the seaweed of the sushi wrap and the orange indicated the salmon or tuna.’
The first Chez Sushi branch is due to open in October or November, and it’s hoped that further branches will open in due course.