ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Illustration / Wildcard - Series
Annual ID
ADC_DES17109M
About the Work
Kappa Sushi was the number 1 nationwide sushi-go-round restaurant till 2010. The share dropped to number 4 when competitors started introducing new products vigorously, and Kappa Sushi began losing its customers. Its image became that of ‘quality that meets its price’. Compared to new competitors, it had an old-fashioned image. But in fact, the quality of sushi had actually become quite good. In order to re-brand this image, we focused on brightening up the stores with illustrations featuring sushi in a modern, iconic design. Vivid colors that appeal to the eyes gave life to the generally unappetizing colors of raw fish and cheered up the atmosphere. Bold designs that make one wonder what fish is featured entertained guests. Both color and design were created with distinctive Japanese taste in mind. Posters were the main media, but lampshades and staff aprons also employed this unique design
2017 Awards
Total Points: 5
Merit Honor
Credits
Agency
HAKUHODO INC. / Tokyo
Production Company
NUSH Incorporated / TOKYO
Art Director
Junichi Kurata
Creative Director
Junichi Kurata
Illustrator
Junichi Kurata
Misa Hirai
Producer
Shigeki Takahashi
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