Strategy & Positioning
Tone of Voice
Website Design & Development
Wood Pencil — Branding
Gold — Small Brand Identity
Oji is a new takeaway sushi brand, not quite like the others. Totally unique in the sushi space of New Zealand, Oji uses quality ingredients and has sustainability at its heart; from being the first takeaway sushi brand in the country to use fully recyclable and biodegradable packaging, to sourcing sustainable salmon and free range meats.
The brief for Oji was all about creating something distinct, fun and memorable.
Oji translates to Uncle in Japanese, and we took this as inspiration to create an iconic sushi character. His eyes are drawn to represent the fillings in sushi, and from the top, he resembles the Japanese flag. Oji's simplicity of form provides the flexibility to keep re-inventing him; he can take the form of a sushi roll, he can grow and morph to fill a space, he can wink, he can get sliced into smaller sushi pieces, he can create a pattern and bend and dance.
After recently traveling around Japan, we were inspired by the colliding worlds we saw in places like Tokyo where tranquility, craft and refinement meets loud neon pop. We reflected this in our identity; sometimes Oji is restrained, highly crafted and considered and other times bold, loud and intense.
Wood Pencil — D&AD Awards
Gold Pin — Best Awards