Brand for So Sushi for University of Toronto Food Services.
So Sushi Brand for University of Toronto Food Services.
So Sushi
Full brand identity for So Sushi, a University of Toronto Food Services restaurant on the St. George campus. The brief called for something fresh, friendly, and appealing to a young campus audience — approachable without being generic. The process involved extensive concept exploration before landing on the final direction: a playful wordmark with a fish cleverly integrated into the letterforms, supported by a custom icon set, fish-scale pattern system, and a bright coral and blue palette. Deliverables included logo and brand guidelines, in-store counter signage, menu design, and digital screens. The sketch sheet included in this project shows the full breadth of the ideation process from rough concepts through to the final solution.
