design consultancy
design consultancy
Branding for J Shinsen Express
Level 3 (next to Minipilly), Shop 3135, Indooroopilly Shopping Centre
322 Moggill Rd, Indooroopilly
J Shinsen Express brings the automated kaiten-zushi experience to Australia.
Taking the sushi train experience to the next level, J Shinsen Express endeavours to provide efficient and fresh bites with automated food conveyor belts – through a simple touch on the menu tablet, your meals will be delivered to you straight from the kitchen – a fun and interactive sushi train experience!
The J Shinsen Express brand is a balance of Japanese wabi-sabi elegance – minimal, but brimming with refined energy. J Shinsen Express will transport you to the futuristic dining concept that is abundant in Asia.
The design brief was to strike a balance between fun and elegance - the identity should convey the gamified experience of a ‘real’ sushi train, whilst retaining a certain seriousness to represent the dignified preparation of Japanese cuisine.
The logo option is sophisticated with Japanese minimalism.
The “J” forms a watermark at the back with a brush stroke that alludes to the chef brushing (glazing) a piece of sushi. The ‘J’ also forms a fish hook to symbolise the freshness of the catch. An alternative logo option was created with a motif of a fish - which forms the brand mascot for J Shinsen Express.
Delivered: Logo, website, hoarding, shopping centre promotional collateral, stickers, staff t-shirts, copywriting.