Oishii Sushi Bar Logo and Branding Strategy

The vision behind the Oishii brand was not to replicate the traditional Japanese branding and signage seen everywhere, nor to project ego or exclusivity or high class with a pretentious, overused serif font look observed in countless Far Eastern cuisine establishments. For an added touch of tradition, the Japanese sun, which is present in Japan’s national flag, can be found at the intersection of the three figures. The logo invites curiosity and distinguishes itself from other sushi bars while also making it instantly clear to passerby what type of restaurant it is without explicitly using the words “sushi” or “japanese cuisine”.