DK Sushi
Details. Creative Direction. Branding. Menus. Signage. Kiosk design. Digital Ordering. Web.
MY ROLE. Lead Designer
Conceived as an extension of the seamless dining experience at the subterranean izakaya, Double Knot in Center City, we wanted to create a zero to one brand that would match the caliber of the nationally lauded restaurant but convey “fast casual.” Double Knot Sushi, shortened to DK Sushi, is currently a part of Franklin’s Table food court in the heart of University of Pennsylvania’s campus.
01. The Brand
DK Sushi needed to transform into a brand that encapsulated the ambiance of a full-sized restaurant within a limited space, offering a refined yet casual dining experience. In a University City dining hall style food court, no less.
We had a lot of fun bringing this concept to life, from a full graphic wrap on a pillar, overseas manufacturing of boutique sushi boxes, edgy signage, social media content creation and photo shoots, a fully digitized menu on touchscreen terminals, and everything in between.
“DK Sushi gets props for creatively transforming some familiar ingredients into a meal that was both satisfying and entertaining. As a twist on food court dining, it was the definition of an experience that exceeded expectations.”
CRAIG LABAN, PHILADELPHIA INQUIRER
02. Social Strategy + Web
For social, we rented out a suite at a local hotel and hired a couple students from the university to take casual at-home shots. We really wanted to push the idea that DK Sushi was more than a stop during lunch at school, but something that could be picked up when hanging out later in the dorms or at the apartment. We also ordered large format seamless backgrounds in our branding colors to shoot the packaging and sushi on, specifically to promote the sleek boutique sushi box. Finally, we wrapped a giant pillar by the kiosk with a gorgeous fish pattern for that social media moment!
“A box of sushi never disappoints. Especially when it comes like this.”
A HAPPY REVIEWER, GOOGLE
