Kappa Sushi was the pioneer of sushi-go-around restaurants in Japan, casting innovative ideas all the time. However, its recent image became, “cheap, not good, and old fashioned,” depicted in the old logo that featured a Kappa (a Japanese fictional animal).

First, we decided to dismiss the Kappa character from the logo. The new logo was inspired by the typical stack of plates in a sushi-go-round—a sign of customer satisfaction. We designed this motif in a modern, sharp, bold manner, with the image of a Japanese ‘family crest’—a blend of tradition and modern.

The abolishment of the 40-year loved Kappa character was a big step. It was our answer to present a new world of Kappa Sushi, and to motivate employees of the company.

We renewed the brand logo of Kappa Sushi by abolishing the old Kappa character, which had carried a cheap image. We created a new logo designed upon sushi plates stacked up. When you see the stacked plates from the side, they look like smiles piled up. The height of the plates is the satisfaction level of the customer—customer chooses which plates to take and later pays for the amount eaten.

The color red portrays tuna—king of sushi, while gold symbolizes stunning ideas and freshness of fish. Through their rebranded restaurant and logo, Kappa Sushi once again satisfied customer with good taste and stunning ideas.

The news of the new logo of Kappa Sushi was featured in many SNS and media outlets. After the rebranding, sales went up by 200% and customer increased by 180%—with this figure still remaining steady. Women and families expressed their satisfaction with comments such as ‘cute’, and ‘tasty’, proving that the brand image had improved. After the rebranding, sales of the Mitaka store went up by 200% and customer visit increased by 180%—with this figure still remaining steady. The successful rebranding of the flagship store has called for the full rebranding of the total 350 stores across Japan.