Abbeycroft Leisure
Retelling the story for the storytellers. xxxxxxxx We worked with Abbeycroft on: Brand Strategy and…
Ichiban were looking to reposition their Yumie Sushi brand, moving away from a student demographic and gaining a wider audience through larger retailers and food service outlets. There was a concern that the current cartoon look and feel was confusing and didn’t showcase their offer in an appropriate way.
Yumie needed a more sophisticated, accessible brand which still appealed to a younger audience but encouraged those who are willing to experiment with something new.
The idea was to position Yumie as the ‘healthy choice’ with a focus on authenticity, accessibility and high quality.
Summarised in a line, ‘Live Simple’ expresses the idea that simple things – in the case of sushi, largely unprocessed things – are somehow more authentic and essentially good.
‘Live Simple’ isn’t pretentious or intimidating, it’s accessible and stylish with a real sense of fun and vibrancy.
The traditional illustration was used across all products with an additional green to split the vegetarian from the fish and meat sub brands.
The ink illustration not only embedded the authentic feel but also gave a real sense of freshness.
Retelling the story for the storytellers. xxxxxxxx We worked with Abbeycroft on: Brand Strategy and…
Retelling the story for the storytellers. “To see ourself as others see us…” is not…
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Brightwell Barns
Unit 3, Ipswich Rd
Ipswich
IP10 0BJ
3rd floor
86 – 90 Paul St
London
EC2A 4NE
