Evolving Local Flavor into a Scalable Brand Experiencce

When a beloved neighborhood sushi and hibachi spot set its sights on expansion, it needed a brand identity that could grow with it—without losing what made it special. This project was about translating loyalty into legacy, elevating design and experience while keeping the warmth and flavor that made Sakura stand out.

📌 Brief

Sakura Sushi & Grill had a loyal following in South Lyon, but with new locations opening in Novi and Detroit, the brand needed to evolve. The goal? Keep the soul, level up the experience. It had to feel premium but still approachable, visually cohesive across signage, interiors, packaging, and digital touchpoints.

🤌🏽 User Persona

Sakura caters to sushi and hibachi lovers who want the best of both worlds: a dining experience that feels elevated but never intimidating. Think professionals grabbing casual weekday takeout, friend groups making a Friday night tradition, and families that want a place with personality. They value design, efficiency, and flavor. Their go-to spots have character, culture, and consistency.

👨🏽‍🎤 Creative Process

The goal was to create a visual system that matched the energy of Sakura’s bold flavors and loyal fan base. I started with color: rich red and deep purple became the anchors, paired with clean white and black to let signage and packaging pop. The updated brandmark emphasized contrast and simplicity, letting the typography do the talking.

Environmental design extended the visual identity into real-world impact—a repeating wordmark on the storefront glass and bold graphic wraps on takeout materials. I built a flexible yet iconic template system for franchise decks and marketing assets.

🛬 Creative Challenges

Balancing a high-impact brand presence with day-to-day scalability required a system that was memorable and easy to apply. I worked to ensure every visual cue—from window decals to digital banners—felt unmistakably Sakura, regardless of location or medium. The branding needed to support both dine-in and delivery, so legibility, contrast, and repetition were key.

⚡️ Visual Design

Sakura’s brand identity is unapologetically bold. The stacked typography, confident color palette, and clean design system ensure instant recognition in a crowded space. The pairing of script and sans-serif adds just enough flair while remaining modern and legible. Signage, bags, bottles, and merch use repetition and scale to establish presence, while website and social content introduce motion and warmth through food photography and playful layouts.