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Bēhance

Sushi Take-Away Packaging and Identity

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  • This range of packaging was designed for take away sushi. Sushi (meaning ) is originally a Japanese food, and is usually associated with anything oriental – although the sushi we see in popular restaurants today has been largely Americanized (California Rolls). Sushi as a food shows the ethics of a country – it is convenient, clean, compact, bite size and a bit modernist in its design. Everything is rolled and cut to be eaten in a single bite. When you get served Sushi you are presented with clean white or black plates, an empty bowl in which you put soya sauce (which the sushi is dipped in), diced ginger and a small serving of wasabi (a very strong green paste similar to hot mustard).

    Standard meal sized polystyrene containers are commonly used for take away sushi. The problem with the polystyrene container is that the wasabi shifts and rolls around – mixing with the sushi. Small sachets of Soya sauce is supplied in the place of the bowl and soya sauce bottle found in restaurants. This was my solution. 
  • Logo development: Thelogo was designed around the oriental Yin Yang symbol. Two fish were incorporated andmade to form the symbol – a fairly simple way to represent Sushi. This is the logo in its infancy: not resolved but getting there.   
  • Logo development: slowly looking better with thicker strokes and happier fish for a more lighthearted feel. 

  • Logo development: playing around with typography. 

  • The finalized logo: manga inspired eyes make the Yin Yang symbol less obvious. Background changed to black. Typography added which works as a standalone logotype. 
  • Back and front of letterheads and business cards. 
  • Sushi is a simple food, structured and neat. The biggest headache was to design the container. To eat sushi out of the box using chopsticks the edges need to be tapered –and a tapered box is easy to design until you need it to fold flat completely. After much headache and failed mockups these boxes fold flat. This is a two piece design where the sushi slides out by pulling on a pull tab. I used a modular design where a “tray” can quickly be added to accommodate the wasabi, ginger and soya sauce – in a tub held in place by being placed in a circular hole in the tray. The big space is for the sushi and the small space is for ginger and wasabi. This needs to be coated so that the sushi does not stick to the paper, along with the inside of the box. The soya container (roughly on a third) features a large version of the logo with the brand name underneath – impressive and in your face when opening the box. This box comes in a full and half size – full size holds 8 to 12 pieces of sushi while the smaller is designed for less or alternatively purely for (extra) wasabi ginger and soya. The half size can be stacked two next to each other on top of a full size container – ensuring that the boxes stay upright in the bag.
  • Top of box, print ready.

  • Inside tray, flat. 
  • Bottom of box.