Taiko Foods approached us to create a brand identity and packaging design for their ready-made sushi. Existing branding was dated and disjointed. They required a new visual identity to reflect the authenticity and elegance of Taiko Sushi, positioning it as a trendy, modern, and innovative product.
It was important that consumers identified Taiko as a premium sushi brand and not just another grocery store offering. Taiko deliver the subtle, true and clean, complementary flavours that you expect from sushi, accompanied by imported Japanese condiments.
The new design draws inspiration from authentic Japanese sources. Black wood, is used throughout Japanese architecture and here it’s utilised as a strong brand asset over multiple touch points, including point of sale and print collateral. Traditional Japanese calligraphy is fused with modern typography to create a unique and individual visual identity.
Packaging presents both English and Japanese descriptions. Taiko’s core products adopt a traditional Japanese colour palette of ‘koki-hi’ (deeply-scarlet) with ‘shikkoku’ (jet-black). Vegetarian product offerings are clearly identifiable and represented using ‘moegi’ (young-long green onion).
The subtle geometric background pattern offers the suggestion of Kimono fabrics. The combination of all these elements work to support Taiko as an authentic brand but presented in a modern way.
Taiko’s new identity is a fusion of traditional Japan with a restaurant style contemporary edge. Since the new packaging hit the shelves, sales in March and April showed a substantial increase, which historically is very unusual in the cooler months.
Having redefined the Taiko brand and positioned them for future growth, we were asked to create a corporate website to showcase Taiko’s new identity together with their other brands. The website relies heavily on seductive photography which meant re-shooting the extensive range of Taiko products in-house. The new identity, packaging and website has resulted in glowing reviews from the team and customers alike.