Raising the Cream of the Crop
Where Beauty Finds Beets
Ready. Set. Grow.
Genji Sushi began as a small restaurant on Sansom Street in Philadelphia. Then, they accepted an opportunity to work with Whole Foods in the central PA market, and now operate over 200 sushi bar locations in the US and the UK. They needed a branding agency to grow with them during their continuous expansion (and that would be Aid&Abet).
We went to work, performing in-depth research and sushi bar site visits to live the Genji Sushi brand experience. After experimentation and iteration, we designed an enhanced brand with a refined color palette, unique illustrations, textural watercolor accents. We combined these elements with whimsical typography to create a memorable new packaging design that will grow over time.
We created a dynamic and versatile web design for Genji that embraces their dedication to sustainability with custom illustrations, eye-catching watercolor animations, and a bold brand aesthetic.
After refining the brand’s look & feel, we set our sights on retail store displays, to enhance the in-store customer experience, by applying the new brand design to sushi labels, concept store signage, and employee uniforms.