After opening Sydney’s first sushi takeaway store in 1996, Sushi World grew to 70 stores nationwide. In 2015, the company decided to take a step back to redefine their core values and adopted Boheem as part of the extended Sushi World family to develop a new brand identity.
Understanding and appreciating that the company’s success was built on the vision, talent and dedication of one woman, Sue Song (AKA ‘Sushi Mum’), Boheem was keen to keep her front and centre. We paid respect to the brand’s heritage and implemented an updated illustration of her as the key brand mark and also developed a complementary suite of illustrations.
The handcrafted quality of the logo and illustrations represents the authentic and thoughtful aspects of the company, essentially evoking a welcoming look and feel. The rice grain pattern is a playful element applied to the brand rollout along with the heart, reinforcing the idea of the meals being ‘made with love’.
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