THE CHALLENGE
Sakura Sushi & Grill had a loyal following but zero brand infrastructure for growth. With a Novi location opening and Detroit expansion planned, they needed a scalable visual system that could work across multiple locations, signage, interiors, packaging, digital, and franchise materials without losing the approachable, quality-driven vibe that made them a neighborhood favorite. The brand needed to balance premium and accessible – recognizable enough to compete in new markets, warm enough to keep regulars coming back.
THE SOLUTION
We built a bold, repeatable brand system anchored by striking red and deep purple. The red circle logomark with brushstroke script became instantly recognizable across every application – from storefront signage to takeout bags to social media. The color palette worked everywhere: bold enough for exterior signage, sophisticated enough for interiors, casual enough for packaging. We created templates for menus, marketing collateral, pitch decks, and franchise expansion kits, ensuring every new location could deploy on-brand without constant creative support. The “Hot and Casual” tagline positioned Sakura as approachable quality, not stuffy fine dining.
MY ROLE
As Creative Director, I led brand strategy and design direction from concept through implementation:
✔ Developed complete visual identity system: logomark, color palette, typography, brand photography style, illustration system
✔ Created environmental branding across storefront signage, interior design elements, and wayfinding
✔ Designed packaging system for takeout bags, containers, bottles, napkins, chopstick sleeves maintaining brand consistency
✔ Built branded templates for menus, marketing materials, pitch decks, and franchise expansion kits
✔ Directed digital refresh including website redesign and social media content strategy
THE IMPACT
Brand Infrastructure Delivered:
Complete identity system including logomark suite, color system, typography hierarchy, environmental design standards, packaging templates for 10+ applications, digital style guide, and franchise implementation toolkit. Created flexible visual language working seamlessly from exterior signage to takeout packaging to digital platforms.
Strategic Positioning:
Positioned Sakura as premium-accessible: quality sushi without the intimidation factor. “Hot and Casual” messaging differentiated from both fast-casual chains and white-tablecloth competitors. Built brand foundation enabling multi-location expansion while maintaining neighborhood-restaurant feel.
Franchise Scalability:
Franchise toolkit enabled new locations to implement consistent branding without bottlenecking design team. Sakura went from single-location neighborhood spot to recognizable regional brand ready to scale across Michigan.
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