SUSHIDOG
Laying the right foundations for a brand-refresh
The challenge
After expanding to 10 locations across London, Sushidog wanted to refresh its original branding to support their next phase of expansion.
The team recognised that an update was needed to support their ambitions but were unsure which brand and product attributes to focus on. They were also cautious about changing elements that had contributed to their success so far.
Approach
We conducted in-depths with existing customers to uncover current perceptions, key drivers of appeal and how the product fitted in with their lives.
Additionally, we tested the current logo with non-customers to assess its effectiveness in driving understanding and attraction.
MIKA SUETAKE, SENIOR CREATIVE
“Capturing customer voices is crucial, and these insights with their clear implications for the creative made the whole project so much easier and avoided the usual guesswork.
The report was presented in a clear, easy-to-digest format while offering deep insights. It provided valuable, constructive information on customer perceptions, helping me understand the brand’s strengths and challenges and enabled me informed decisions about the creative direction.”
Impact
We identified some clear, common drivers of appeal that were keeping customers coming back time and time again.
However, we also found that the existing logo failed to accurately convey the product, sending mixed signals about the brand’s attributes. As a result, it lacked a distinctive personality and ultimately undersold Sushidog’s unique offering.
These insights provided a clear and actionable blueprint for Sushidog’s creative partner, ensuring the refreshed brand assets were strategically aligned to support the company’s business goals.