Week 9: Corporate Identity, Image and Brand

Corporate Identity is important and for me, what defines the identity of a company (at least superficially) would be the logo and tagline of the company.

I would like to explore the Corporate Identity- Corporate Design of Maki-San.

Maki-San マキさん 

Agency: Kinetic SingaporeCreative director: Pann Lim
Art director: Esther Goh, Astri Nursalim, Gian Jonathan, Jack Tan, Pann Lim
Copywriter: Eugene Tan, Joseph Davies
Illustrator: Esther Goh
Account Director: Dennis Lim
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A fresh take on sushiThe client wanted to launch Singapore’s first ever fully customizable sushi store. Being offered a wide selection of fresh ingredients, diners could pick and choose precisely what went into their hand-rolls.

"Maki-San"We proposed naming the store “Maki-San” for one simple reason: the word “-San” roughly translates as “mister” or “missus” in Japanese, and by using this suffix, each Maki could be uniquely personified. This idea also extends to operations: customers can name their own rolls however they choose to. The logo is made up of emoticons commonly used in Japanese pop culture. 

Endless possibilitiesUsing hand-drawn illustrations of mushrooms, avocados, cucumbers, and other ingredients, we designed a myriad of patterns which became Maki-San’s main visual identity. These motifs were applied throughout the consumer experience - right down to the packaging - to play up the endless, fun options available for diners.

It can be seen that Maki-San has a clean and well designed corporate design. Their logo, colours and typefaces are pretty much targeted towards the young adults, as well as promoting Japanese Pop Culture. Furthermore, the cute and fun factor in the design entails the crowd to "have fun" with making their sushi rolls.