Singapore’s first DIY sushi restaurant Maki-San has an absolutely fabulous visual identity and brand. It’s colourful, diverse, and engaging. Design studio Kinetic had the honours to create the identity which received a bunch of awards. Kinetic also came up with the restaurants name Maki-San. The word “San” roughly translates as “misteter” or “Missus” in Japanese and by using this suffix, each Maki could be uniquely personified. The logo is made up of emoticons commonly used in Japanese pop culture.The visual identity has endless possibilities, using the hand-drawn illustrations of ingredients such as avocados, prawns, cucumbers. These ingredients are composed into patterns, and are Maki-San’s main visual element, which were applied throughout the consumer experience, from the packaging to the business cards.
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