Sushi branding for Taiko Sushi. Image shows main logo on black wood background. By brand design agency Flipflop Design.

Taiko Sushi

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.

Close up shot of Sushi Packaging displaying the brand identity
Sushi Packaging design, line up of 3 products. Displaying the new brand identity & Packaging design for Taiko Sushi. Created by Packaging & brand design agency Flipflop Design.

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).

Packaging design of the vegetarian option for Taiko sushi packaging.
Sushi Packaging design. Close up image of a Bento Box showing Taiko's new branding. Designed for Waitrose by packaging and brand design agency, Flipflop Design.

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.

Sushi Packaging design. Close up image of a Ryorui Sushi pack, showing Taiko's new branding. Designed for Waitrose by packaging and brand design agency, Flipflop Design.
Sushi Packaging design. Image of Edamame pack, showing Taiko's new branding and packaging design. Designed for Waitrose by packaging and brand design agency, Flipflop Design.

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.

Taiko sushi brand logo - small version on red background
Taiko Sushi primary brand logo design.
Taiko Sushi brand logo - Horizontal version on green.
Black wood used as a brand asset for Taiko's identity design.
Small dark grey squares on black background used as a brand asset for Taiko sushi packaging.
Eligible Bold - Primary font for Taiko's brand identity

Web Design

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.

Website Design for Taiko Sushi. Image shows home page on an iPad. Created by web design agency - Flipflop Design, Brighton
Website Design for Taiko Sushi. Image of an iPad showcasing three sushi meals and marketing text on the homepage. Created by web design agency - Flipflop Design, Brighton
Website Design for Taiko Sushi. Image shows homepage depicting six product photos on an iPad. Created by web design agency - Flipflop Design, Brighton
Website Design for Taiko Sushi. Image shows homepage on an iPad. Created by web design agency - Flipflop Design, Brighton
Website Design for Taiko Sushi. Image of an iPad showing the 'about sushi' page. Created by web design agency - Flipflop Design, Brighton