Kutoshi is a fast food, sushi restaurant seeking for a fun, extrovert, irreverent look for their logo design.
The restaurant has a take-away/ delivery concept so the only experience of the restaurant for the customer will be through the packaging.
In terms of design all the attention was put into the logo and the brand, so blank spaces of the package are useful in this case to put the spotlight to the branding.
Typography of the logo was a more relaxed and fun version of traditional eastern typography. The logo’s typography was meant to keep simple and relatively big making it easy to notice. It also needed match with logo itself creating a congruent final brand.
All the restaurant’s values needed to be reflected through the logo and packaging design so it needed to be memorable. The logo also needed be easily associated to a sushi restaurant. Making it memorable and easy to associate to sushi restaurant the fish character was designed. Since the restaurant was seeking more fun and easily approachable concept, the fish character was made to look like a chef in a sushi restaurant cutting a makizushi roll.