sunoso

The brand name incorporates the three Japanese staples forming the core menu: SUshi, NOodles and SOup. For a fusion food experience, this was the perfect marriage of form and function. The three short syllables are mirrored in our strapline – ‘Slurp, bite, smile’. Rapid-fire, contemporary and vernacular, it perfectly encapsulates the sunoso offering. As a final touch, we created a series of haiku – traditional Japanese poems written to a strict 17-syllable pattern – as a light-hearted way to communicate brand messages on menus, till receipts, the and other items, and lend authenticity to its Asian-inspired proposition.

Although owner Ryan Zhu is an experienced entrepreneur, sunoso is his first food venture. He’s also worked mainly in construction, so our B2C branding expertise was invaluable to him. We managed all aspects of the branding, including clothing, packaging, and internal and external signage: to build immediate brand awareness and personality, we created a series of characters who feature throughout the premises and marketing collateral. We also acted as brand consultants on the facia and window, working closely with local designer Susie Pfeiffer, and introduced Ryan to nutritional therapist Nicola Sankey to ensure every dish is packed with goodness as well as flavour. As a start-up, sunoso had a limited marketing budget. Our expertise meant we could achieve a huge amount in a relatively short time, ensuring the maximum return on Ryan’s investment.

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