Sushiban is one of the first sushi restaurant chains in Chile and has more than 20 years of history. During the pandemic, it switched 100% to the delivery format, with the challenge of growing in consideration and preference. In pursuit of this objective, it was necessary to rethink the brand, seeking to detach itself from the category (sushi delivery brands) in order to capitalize on its differential (higher quality at an affordable price). To do this, we carried out a rebranding seeking to give the brand its own identity codes, both graphic and verbal, strategically moving the brand from the permanent discounts characteristic of the category (functional connection) to consumption occasions that connect with today’s consumer (emotional connection).

From the graphic identity, we seek to capture the feeling of Japanese, without making explicit references (kanji, koi fish, etc.), so we focus on sinuous shapes, cuts in the typography and vibrant colors present in the preparations. And from the verbal identity, we seek to be the well-deserved moment of indulgence for our clients, from their slogan “Pide lo que mereces” (Ask for what you deserve), to the transformative role of their different dishes, ending a hectic day and beginning a well-deserved rest.

The rebranding has not only managed to capitalize on the credentials of quality, flavor and freshness that it has been building over the years, but it has also managed to connect with a younger consumer, increase their perception of quality, increase the frequency of purchase, and most importantly, it has managed to connect emotionally with its customers.