Branding & packaging design for Taiko Sushi. Brand logo on black wood background. Creative food design agency - Flipflop Design.

Taiko Sushi

REBRANDING | FOOD PACKAGE DESIGN | WEB DESIGN

Taiko Foods are known for making authentic and accessible Japanese meals. They came to us ahead of the launch of their new ready-made sushi boxes with a view to craft a new brand identity, food package design and website. They needed us to balance the tradition of authentic sushi with the requirements of modern, on-the-go food.

THE STRATEGY

We wanted to stay true to Taiko’s Japanese heritage and create a premium, authentic brand. We knew this had to have cut-through when compared to supermarket own-brands and less elegant competitors. Our main inspiration was the theory of sushi itself: to marry the packaging with the product inside by choosing precision, clarity and restraint in everything we did.

Macro shot of Sushi Food Package Design. Creative food design agency - Flipflop Design.
Food Package design, line up of 3 sushi products. Brand identity & Packaging design for Taiko Sushi. Creative food design agency - Flipflop Design.

THE CREATIVE

Every aspect of the new brand design reflects classic Japanese culture, from the stark, black wood backdrops to the beautifully fluid calligraphy. The accent colours are heavily indebted to tradition too, with ‘koki-hi’ (deeply-scarlet) and ‘moegi’ (young-long green onion) in particular standing out. The subtle geometric background patterns even evoke the texture of Kimino fabric. The result is a brand steeped in history, which understands its craft, but one that’s been lifted and brought up to date with modern techniques.

Vegetarian option for Taiko sushi food package design.
Sushi food package design. Close up image of a Bento Box, designed for Waitrose by Creative food design agency - Flipflop Design.

The final stage of our project with Taiko was to look at their corporate website and integrate Taiko Sushi with their other brands. To make sure everyone who came into contact with the brand was left salivating, we photographed Taiko’s entire product range in-house, giving the whole site an authentic, modern and desirable feel.

Sushi Packaging design. Close up image of a Ryorui Sushi pack. Creative food design & brand agency - Flipflop Design.
Food design agency, Flipflop Design - Packaging for Waitrose Taiko Sushi.
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

THE OUTCOME

The new brand identity, packaging and website have been a rousing success. As sharp and invigorating as yuzu, with the warmth and familiarity of wasabi. Since appearing in shops in March 2017, Taiko Sushi has seen a substantial increase in sales. Quite a feat when they’re competing with traditional cold-weather comforts like soup.

Website Design for Taiko Sushi. Image shows home page on an iPad. Created by Brighton web design agency - Flipflop Design.
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