A sushi restaurant with delivery. Half its brand lives in a room, the other half travels in a bag to somebody's table.
The name asked for a wave, and that was exactly the danger: in sushi branding Hokusai's blue wave is so overused it means nothing. We had to keep the idea in the name without falling into its most obvious picture.
We looked at the product instead of the name. A sliced sushi roll is a spiral — the very same figure as a wave seen from above. One symbol that is both the food and the movement of water, drawn in fine lines and a salmon coral that looks nothing like blue.
Delivery is where restaurant brands die: a black plastic tray, cling film, a crooked sticker. We designed the paper sleeve as the main piece, not an extra — it is the only thing the customer touches before opening, and the only thing that gets photographed.
Inside the restaurant the palette flips: matte black, coral and the spiral repeated large across the walls. The same brand, two temperatures — cool and contained to go, warm and enveloping to stay.
