Texas Sushi

Illustration ★ Branding ★ Environmental Design

Expand a morphological matrix exercise into a full brand identity for a fun, western themed sushi restaurant.

Objective

It all started with a morphological matrix, pulling visual elements to create the perfect mark for Texas Sushi.

Research & Development

Since this is a student project it’s time to work backwards a little bit and define the brand behind the mark.

Pei Wei, an Asian-inspired fast food restaurant, has released some market research they conducted, some of which applies to this restaurant. Sushi skews younger, 84% of 18 to 34 year olds have tried sushi, but only 50% of people over the age of 65 have tried it. This steers Texas Sushi towards a modern color palette and trendy features. People living in the south are also less likely to have tried sushi, so tying the food to a strong Texan aesthetic may be an entry point for folks that are hesitant. The hesitancy itself is typically attributed to trepidation regarding eating raw fish. This can be combated subconsciously by keeping the aesthetic clean. While rustic and western works for BBQ, sushi is working with and against stereotypes.

Audience

Onliness Statement

We are the only western themed sushi restaurant.

Brand Voice

Friendly and Fun

Who We Are

We are a fresh and trendy sushi restaurant.

Who We Are Not

We are not cheesy, unsafe, or agressive.