Wasabi started with Mr. Kim, a fresh food market trader in Camden, who wanted to share his passion for fresh, authentic, handmade Japanese sushi and bento with ‘sandwich loving’ Londoners. Since he introduced the idea in 2003, Wasabi has proved immediately popular with hungry Londoners in search of something new, different and healthy for their casual food.
After nearly two decades of successful operation, Wasabi wanted to make some changes and to take the brand to the next level. We were tasked to increase brand recognition and highlight product association through a refreshed brand identity and store design.
Our approach is to build an iconic brand identity, to make it tastier and memorable. To promote Wasabi’s flavourful food as an everyday adventure, the photography is always crav-able & satisfying to awake the senses. To connect Japanese authenticity, the logo is inspired by the wasabi on a plate. Combined with brighter green to bring the freshness to the identity. The addition of illustration to the identity brings the “live at full flavour” idea in a vibrant and delightful way.
Concept Development
Brand Identity
Visual Language
Art Direction
Retail Concept Developmen