Sushii Roll - Brand Identity
This project is notable for it's success, despite being conceptualized as a "white label" product that was and developed in a matter of days. This product went from concept pitch to being sold on store-shelves in under 2 weeks.
Client: Teleology
2024
Project Roles:
Creative Direction
Graphic Designer
Digital Illustrator
Production Lead
Marketing Manager
Product Strategist
Market Researcher
Deliverables
Labels / Stickers
Vector Artwork
Stock Images
Marketing Materials
Logos + Treatments
Project Overview: Everyone with good taste… loves Sushii!
I conceptualized and designed the artwork, packaging, and supporting assets for Sushii Roll (Teleology), over a single weekend. I was given full control of the creative process with the intention of bringing a simple and playful budget brand to market ASAP. Teleology wanted a brand that could appeal to a broad demographic and move units quickly. My idea for Sushii originated from the thought that most people are already familiar with the concept of a “Sushii Roll”, creating playful and instantly memorable brand recognition. Despite the original concept only requiring a few hours of consideration and development, it has proven to be a successful product within Teleology’s product offerings.
Problem Statement:
Teleology needed a separate brand to sell sub-par products without the risk of tarnishing the perception of their existing brand in the same product category, Jointman. These products were designed to feature a distinctly different design language that disconnected any correlations with Jointman, Sushii Roll's “sister brand”. While the Sushii Roll project was intended to be a temporary product line, I saw the project had an opportunity to fill a gap in the market by including just a dash of intention and inspiration.
Goals and Objective:
Solution / Strategy:
Project Toolkit:
Execution:
"Blake did a great job encompassing everything we wanted to get across to our target demographic. His out of the box ideas and the fresh twist he puts into his designs makes it eye-catching every time!"
Kate Ward
Sales - Teleology
Challenges and Resolutions:
The SushiI Roll project reinstated the principle that stellar results can come from working under pressure and within restrictions, such as a short deadline. The brand’s concept, visual identity, artwork, and packaging were developed and entered into production in less than two business days.
Results / Impact:
Sushii was an instant success, resulting in a “happy accident” with unexpected longevity, while becoming one of Teleology’s best selling-products. Contracts were negotiated with several of the largest distributors in the Midwest, with negotiations to supply as many as 75,000 units ($112K+) each month, to a just a single distributor. Sushii Roll was consistently carried by over 50 distributors within only 3 months from launch. Sushii's presence is proudly featured in stores across the state of Michigan, including branded decals and customized retail displays. Sushii was a master class in understanding and applying shopping behaviors, as well as a lesson in the effectiveness of diverting from market trends and standards. By providing a product that contrasts its competition, while retaining a sense of immediate familiarity, Sushii was able to reach immense success with an admittedly sub-par product.
