• Maki-San まきさん
  • -
    Creative director: Pann Lim 
    Art director: Esther Goh, Astri Nursalim, Gian Jonathan, Jack Tan, Pann Lim
    Copywriter: Eugene Tan, Joseph Davies
    Illustrator: Esther Goh
    Account Director: Dennis Lim
  • A FRESH TAKE ON SUSHI
    The client wanted to launch Singapore’s first ever fully customizable sushi store. Being offered a wide selection of fresh ingredients, diners could pick and choose precisely what went into their hand-rolls.
     
    “MAKI-SAN”
    We proposed naming the store “Maki-San” for one simple reason: the word “-San” roughly translates as “mister” or “missus” in Japanese, and by using this suffix, each Maki could be uniquely personified. This idea also extends to operations: customers can name their own rolls however they choose to. The logo is made up of emoticons commonly used in Japanese pop culture.
  •  
    ENDLESS POSSIBILITIES.
    Using hand-drawn illustrations of mushrooms, avocados, cucumbers, and other ingredients, we designed a myriad of patterns which became Maki-San’s main visual identity. These motifs were applied throughout the consumer experience - right down to the packaging - to play up the endless, fun options available for diners. 
  •  
    WHAT’S IN A NAME?
    To inspire customers in their Maki creations, we created amusing combinations such as “Kevin’s Bacon”, “Ebi Road”, and “Curry-OK”. The illustrated Maki rolls were extruded to reveal their ingredients.

  • ONLY YOUR FAVOURITES.
    At Maki-San, customers have the ability to exclude any ingredient they don’t fancy. This preposition is amplified with a series of posters which hang vibrantly on the walls. Some usual culprits are personified into villains straight out of a Japanese manga comic.