/ Maxsushi

Sector: Restaurants,

Year: 2015

Country: Brazil


• 12th Brazilian Graphic Design Biennal – 2017
• ABF+Retail Design Institute, Brand Design, Gold Award – 2016
• The Dieline – Feature


From commodity to experience: Created in 2007, Maxsushi is a japanese food franchise located in 9 brazilian states. Positioning itself in the ‘casual food’ model, they offer quality products and in the service, together with the public’s involvement, is what adds value to its perception. In 2015 we built a new strategy to Maxsushi to position as an experience and be recognized for the quality, identification with the clients in all points of contact.


Maxsushi based its growth in its business segment by positioning itself through its self service service differential. With the growth of interest for japanese food,, other similar and new models have emerged, thus increasing the competition for the attention of its audience and the need to differentiate itself from the other players.

The challenge for the brand was to stand out again: to reposition its perception among it’s its stakeholders, building a consumer experience at all of it’s points of contact, enchanting the customer in such a way that the purchase becomes a result of deep identification
from the consumer with the brand.


The brand's new identity appropriated itself of elements of Japanese culture that escaped from what was commonly communicated among competitors, an identity of a feudal and totally traditional antique Japan, and took inspiration of elements of a cute contemporary culture "Kawaii". This new positioning has been worked not only throughout the entire visual and verbal communication of the brand, but also in training their management staff and franchise base, internal management manuals, social networking communication, employee training guides along with all the direct effect it has on their points of sale.

Your japanese, your way:

Modern, fun and young. With these atributes, we developed a platform for the brand to create distinction, bringing forward the new qualities: taste and sympathy.


A personality “kawaii” is a tribute to the japanese culture, with lots of references from Japan, which are already part of our client’s mind.

Truly japanese

Never having lost its essence, the japanese culture develops and transforms behaviors. Japan has arrived with a lot of wisdom, fun and sympathy in western countries.


We have brought these aspects to the verbal and visual identity by being a tribute and a celebration of these lovely concepts. From the logo to the mojimax drawings, we considered the traditional aspects, how they have developed in Japan and brought a truly japanese identity, full of personality and functionality.


As it is a franchise, we had to compose diverse elements to form the identity to communicate recognition.

Brand Standards / Brandbooks


Speaking of a franchise operation, brand standards are necessary for the correct use of the brand throughout so many mediums. To prevent all sorts disconnections and set the standards, we produced three specific standard brand books: Visual, Verbal and Social identities which establish all usage standards for printed, digital, social and store branding material.

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