Sushi & More
Sushi and More is India’s first and largest independently run Japanese food delivery and take-away business founded in Mumbai.
Illustration & Package Design
Capabilities: Branding, Communication, Ideation, Design Story, Illustration, Mockups, Pagination, Product Development, Prototyping, Retouching
Toolkit: Adobe Dimension | Adobe InDesign | Adobe Photoshop | Adobe Illustrator | Procreate
With the intention of introducing Japanese culture to Mumbai, the package design was crafted to resonate with the spirit of Mumbaikars. Drawing inspiration from the iconic Dabbawala’s, who operate the tiffin services across the bustling city, the design framework captures their essence.
Moreover, the new package design prioritizes sustainability by utilizing eco-friendly materials, ensuring easier production and recycling processes. This approach aligns with the shared values of both countries.
PROCESS
I began by conducting an in-depth research on their mission, vision and goals along with studying their current graphics and approach towards branding, packaging and website design. I enjoyed their use of graphics and wanted to add more energy and consistency into it with the rebrand.
The image on the left is the existing packaging utilized by Sushi & More. The center image shows the way the tiffin can be stacked up together into a compact shape. The inspiration of the tiffin service, Dabbawala, delivering a bunch of tiffins is the image on the right.
The initial sketches show a variety of explorations with a circular container representing the Indian ‘Thali’ style of eating. The ‘thali’ translates into a single plate that serves a wide variety of food to be enjoyed in one meal. Other explorations depict the initial concept of the stacked container.
Refined rough sketches developing the branding, placement, colour palette and usability of the container with the use of patterns, textures from the layers of the sushi itself along with explorations of graphics.