NUSHI: A Playful and Stylish Take on Vegan Sushi
London’s sushi scene is split — legacy brands lean into heritage and formality, while newer concepts often feel minimal or sterile. NUSHI was created to challenge both, filling a gap in the market for a character-led, culturally respectful, and emotionally resonant sushi brand.
Visually expressive, cheeky, and design-forward, NUSHI brings the energy of Soho’s creative food scene into a new space — where plant-based food is bold, accessible, and dripping in personality. The brand system was built for versatility — designed to translate effortlessly from vibrant street signage to social media assets, packaging, and beyond.
Mockup: NUSHI’s Character in the Wild
Positioned in a bustling creative district like Soho or Shoreditch, this signage is designed to stand out with confident simplicity. The character-led mark acts as a beacon — playful, memorable, and instantly recognisable from the street — inviting passers-by into a space that feels fresh, fun, and full of personality.
Brand Guidelines Sheet
THE CHALLENGE:
Sushi branding tends to sit at two extremes — minimal and zen, or traditional and heritage-heavy. But for a new generation of food lovers, that leaves no space for personality, playfulness, or plant-based innovation.
NUSHI was created to break the mould. It reimagines sushi with bold design, a cheeky character-led identity, and vibrant storytelling that feels right at home in Soho’s creative food scene.
There’s no fish, no fuss — just colourful, craveable, 100% plant-based rolls designed to taste incredible and turn heads on the shelf.
With design that feels more fashion drop than food box, NUSHI brings joy back to sushi — one roll at a time.
Insights: Research That Shaped the Brand
Nushi was born out of a clear gap in the sushi space: traditional sushi often excludes vegans or has limited delicious options and plant-based alternatives are either bland, beige, or feel like a compromise. Nushi flips that — delivering bold, joyful, unapologetically fun sushi without the fish.
After analysing over 30 sushi restaurants and plant-based food brands across London, Soho, Japan and Pinterest food culture, one thing stood out — the vibe was either sterile minimalism or overly wellness-driven. Nothing spoke to the new wave of food lovers who want flavour, fun, and something that looks good on the table and online.
After analysing over 30 sushi restaurants and plant-based food brands across London, Soho, Japan and Pinterest food culture, one thing stood out — the vibe was either sterile minimalism or overly wellness-driven. Nothing spoke to the new wave of food lovers who want flavour, fun, and something that looks good on the table and online.
Nushi answers that. With a character-led identity, playful illustration, and colour-rich branding, it reimagines sushi for the plant-based generation. No soy paper wraps pretending to be salmon — just crave-worthy flavour combos, bold identity, and a brand story you want to be part of.
Nushi isn’t just a meal — it’s the main character of your lunch break.
Competitor Analysis
Landing Page Design
The landing page was designed to instantly pull users into NUSHI’s playful world. Bold visuals, cheeky copy, and confident type all work together to make plant-based sushi feel exciting, stylish, and craveable.
Clear hierarchy, scrollable storytelling, call-to-action focus.
Show Off Your Nushi – Email Design
Bringing NUSHI to Life: The Design Execution
1. Brand Identity & Personality
NUSHI is a playful, stylish, and personality-driven brand that reimagines vegan sushi with a fresh, engaging identity. Instead of the ultra-minimalist or hyper-traditional aesthetics common in the sushi market, NUSHI embraces a bold, character-driven approach that makes the experience more fun, inviting, and culturally relevant.
The brand voice is vibrant and expressive, positioning vegan sushi as something exciting, shareable, and full of personality.
2. Logo & Typography
Designed a custom logotype with a hand-drawn, slightly irregular feel to enhance the brand’s playful yet stylish identity.
Integrated sushi-inspired iconography, including a sushi roll in place of the "I" for instant recognition and brand recall.
3. Illustrated Mascot
Created a character-driven mascot to serve as the heart of the brand, reinforcing a strong sense of personality and storytelling.
The mascot brings warmth, laughter, and emotional connection, making NUSHI feel more like an experience rather than just a food brand.
Designed by Daniela Ghansah — UK-based brand designer.
