Bringing handmade sushi to the people
Sushi Daily is Europe’s leading sushi kiosk business, hand-preparing sushi at theatre counters in more than 800 supermarkets, including Waitrose in the UK and Carrefour in France. When Sushi Daily planned its first dedicated grab-and-go store on London’s New Oxford Street, Without won the pitch to develop the brand. What began as a single-store brief grew into a full identity refresh to be rolled out across the business.
Research and workshops revealed a gap: customers loved the product, but brand recall was low. Despite cutting whole fish on-site every day – setting a higher standard than most high-street chains – Sushi Daily often looked like a supermarket own-label. Without found the story that could change that perception in a series of meetings with founder Kelly Choi and her promise to sushi master Yamamoto-San: to make the best sushi available to everyone.
The new identity brings that promise to life. A family of contemporary Japanese illustrations – led by a female chef with fish-tail hair – gives the brand a warm, educational voice without feeling formal. A confident Japanese indigo anchors the palette, showcasing the vivid colours of the sushi and standing apart from the category’s default black trays.
Without created every element of the refreshed brand – logo, store signage, packaging and website – building a distinctive, story-led identity that elevates Sushi Daily from supermarket counter to memorable, modern brand.
