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WOOSHISUSHI BRAND
Sushi Set Free
I joined hands with Singapore’s renowned Salad Stop! Group to conceptualise and launch a sushi chain with expansion potential in Southeast Asia. The mandate: to create a concept that promotes inclusivity, mindful eating and customer empowerment. The result: a brand that was truly collaborative, engaging and mature in its outlook.
From democratising recipe creations, to developing a neutral design language (including logo) for artists to interpret as they please, to a raft of collaborations with other like-minded food and lifestyle companies, we built Wooshi to be a truly contemporary and confident brand.
A Promise To Set Sushi Free
Wooshi is all about pulling Sushi out of its comfort zone and take it to places it has never been before. New flavours, new formats, new ways of expression – both in the kitchen and out. We explored this promise of SUSHI SET FREE in different ways.
Inclusive Branding
In keeping with Wooshi’s collaborative vibe, we allowed street and contemporary artists in Sydney, Melbourne and Singapore to take over the brand and give it their spin. We involved them in designing our packaging, uniforms and promotions.
My Creative background enabled me to interact with artists and vendors respectfully and transparently, which in turn resulted in a highly impactful engagement at a fraction of the commercial rates they would normally charge.
We even invited artists to take the lead in the store design, and then we adapted the brand guide to fit their style.
Even our logo colour changed to fit their design pallete.
Delicious Promotions
Besides the usual discounts and promotions offered in the F&B, industry we came up with some really fun promotions that didn’t just excite customers but gave our fledgling brand a whole lot of talkability and PR coverage.
Scream Contest Promo
A very unique promotion built around our brand name. It became so engaging that Singapore’s largest daily, The Strait Times, devoted half a page to cover it.
Psycho Kim Promo
A tongue-twister challenge based on the name of one our crazy sushi rolls that created a lot of waves with customers stuck at home during the pandemic. The highlights were promotional videos created in partnership with a beatboxer and a rapper.
A Menu With A Personality
We really pushed ourselves to mix traditional Japanese favourites with really out-there flavours and recipes. We weaved in Korean, Indonesian, Mexican, US, Thai and other influences into our make-your-own and Signature choices.
Finally, to really give the menu a unique personality we gave each of the Signature a name and aura.
A Focus On Delivery
The pandemic necessitated an extra emphasis on delivery. While we partnered with third-party platforms to deliver food to people stuck at home during lockdowns, we even pushed out our own islandwide service and created fun content to promote it. (I was involved in conceptualising and writing for these)
Growth Through Collaboration
Our focus on inclusivity was evident in our approach to the menu. While we worked hard on making our Mains (sushi rolls and bowls) exciting, we partnered with like-minded fun brands to offer gourmet popcorn, salted egg chips and two different brands of the ever-popular bubble tea. From a marketing perspective, it helped us expand reach to audiences of these partner brands, and create customised content to engage existing and new customers.
Bubble Tea Collab
Popcorn Collab
Salted Egg Chips Collab
Probably Singapore’s First Fast-Food Menu In Clay
We pulled out all the stops for this one! We engaged clay artist Somak Chaudhary and let him loose on our Signature Menu. Out came wild interpretations of Fiery Fatima, Angry Lee and the rest of our Signature Squad. We spun off tees, decor graphics and a cool display. A travelling exhibition did not work out, unfortunately, due to lockdown restrictions.
