Japanese cuisine cafes are now available in almost every building. People, of course, love rolls, but not so much that all these places feel confident. The client was tired of price wars with similar takeaway sushi bars. So he asked us to find an effective way to once and for all show up the competition.

In the course of a quantitative study of consumers, we identified the key criteria for choosing a sushi bar. Then we developed the concept of positioning, where all the criteria found their place. For example, the format of Kitchen Theater – an open kitchen, allowed you to simultaneously focus on taste (important for 74% of respondents), freshness of ingredients (46%) and speed of service (34%), creating an additional emotional advantage, stimulating sales and motivating staff.

The main value of the new brand is creative communication. This is reflected in the name. "Want some sushi? / Budish sushi? I will/Budu!" The name Budu Sushi responds to the customer's question, is easy to remember and encourages you to go to the cafe. The logo is enclosed in a cloud of dialogue-a technique from comics that indicates direct speech. In this way, the logo can be used in advertising communications as a voiced speech of a character. It also allows consumers to enter into a dialogue with the brand themselves.