NUSHI - The Challenge
Vegan sushi has often felt like an afterthought, beige, bland, just an option to be polite. On the other end, the beautifully packaged stuff comes with a high price tag and a side of exclusivity. Where was the flavour? The fun? The soul?
Nushi was born to change that. A bold, plant-based sushi brand serving unapologetic flavour bombs, wrapped in graphic identity and community energy. The name Nushi, a play on “new sushi”, reflects its mission: to reimagine sushi for a new generation. Think fast-casual flavour with street-style attitude. Think bold rolls, spicy mayo, vegan caviar all made without fish, without compromise, and without harming our oceans.
Inspired by the culture-first energy where the vibe is so good even non-vegans keep coming back. Nushi brings that same creative spirit to Soho. It’s a Gen Z café-meets-studio, built on culture, community, and creative energy. A space for art collabs, DJ sets, zine launches, Nushi tastings and more, where cheeky illustrations, merch-worthy mascots, and punchy packaging turn sushi into an experience you take all your friends too.
Nushi isn’t just about sushi.
It’s about what happens around the sushi. the people, the playlists, the conversations, the art, the vibe. It’s sushi served with subculture. A space where food, creativity, and community collide. It’s culture with soy sauce on the side.
It’s about what happens around the sushi. the people, the playlists, the conversations, the art, the vibe. It’s sushi served with subculture. A space where food, creativity, and community collide. It’s culture with soy sauce on the side.
Brand Strategy / Visual Identity / Illustration / Packaging Design
Design Rationale: NUSHI’s Signage and Character Mark
The choice of a monochrome palette, white and bold black creates a bold, eye-catching contrast that instantly stands out in urban settings. It’s the kind of mark you notice from down the street, clean, graphic, and confident, making it both instantly recognisable and easy to remember.
The illustrated character is at the heart of NUSHI’s brand identity: bold, graphic, and full of personality. Her wide smile, closed eyes, and open mouth radiate pure joy, capturing that exact moment of eating something delicious and unexpectedly good. It’s more than sushi. It’s a feeling. One of warmth, fun, and connection.
With her round face and oversized features, the character feels cute, approachable, and memorable, tapping into a mascot-like energy that resonates with Gen Z and younger millennials. It’s the kind of visual you’d proudly wear on a tote bag, sticker, or tee, making the brand feel personal, collectible, and full of soul.
Insights: Research That Shaped the Brand
Nushi was born to fill a clear gap in the sushi market: traditional sushi often excludes vegans, while plant-based options tend to feel bland, beige, or wrapped in sterile wellness branding. Few offer the flavour, fun, or cultural connection people crave. Nushi flips that, serving bold, joyful, plant-based sushi that feels exciting and inclusive.
After analysing over 30 sushi spots and vegan brands across London, Japan, and digital platforms, most options lacked personality or felt too niche. Nothing captured the creative, feel-good energy of a new food generation.
Inspired by global experience and audience insights, Nushi reimagines sushi through playful visuals, a character-led identity, and a focus on flavour and fun. It’s not just a meal — it’s the main character of your lunch break.
User Personas
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.
