{"id":15127,"date":"2023-11-01T15:21:47","date_gmt":"2023-11-01T15:21:47","guid":{"rendered":"https:\/\/blog.tubikstudio.com\/?p=15127"},"modified":"2026-01-23T18:17:42","modified_gmt":"2026-01-23T18:17:42","slug":"packaging-design-for-japanese-restaurant","status":"publish","type":"post","link":"https:\/\/tubikstudio.com\/blog\/packaging-design-for-japanese-restaurant\/","title":{"rendered":"Case Study: KOISI Tokyo. Packaging Design for Japanese Restaurant"},"content":{"rendered":"

The scent of rice vinegar clings to memory. You unwrap the box, and it whispers\u2014quietly, decisively\u2014this wasn\u2019t packed in a rush. Someone cared. Someone designed it to feel like it came from a place, not a chain. A hand, not a system.<\/span><\/p>\n

That was the gut check we kept coming back to while working on the branding and packaging design for KOISI, a Japanese restaurant with a takeaway service. Not just \u201cdesigning sushi boxes.\u201d Translating an entire culinary culture into packaging that feels… felt. Personal.<\/span><\/p>\n

This one Tubik Studio case was a collaboration between graphic designers Arthur Avakyan and Yaroslava Yatsuba, with Sergii Valiukh leading art direction. A study in restraint, fluency, and visual rhythm\u2014with a side of pickled ginger.<\/span><\/p>\n

Let\u2019s dig in.<\/span><\/p>\n

\"sushi<\/p>\n

The Brief<\/span><\/h2>\n

When KOISI first reached out, it wasn\u2019t with a full deck of brand guidelines or an exhaustive Pinterest board. It was more like: here\u2019s who we are, and here\u2019s what we believe.<\/span><\/p>\n

They came to us with a clear ask: turn their visual identity into something cohesive, intentional, and deeply tied to Japanese aesthetics\u2014without falling into clich\u00e9. No cherry blossoms or Mt. Fuji in a circle. The goal was food branding that felt local, not touristy. Contemporary, but not cold. Respectful, but not reverent.<\/span><\/p>\n

\"sushi<\/p>\n

Phase One: Setting the Flavor<\/span><\/h2>\n

We started with questions. What does hunger <\/span>feel<\/span><\/i> like\u2014visually? What\u2019s the difference between art and ornament? And what kind of brand makes you want to keep the sushi box?<\/span><\/p>\n

KOISI wasn\u2019t trying to be loud. Or nostalgic. Or \u201celevated,\u201d whatever that means anymore. It wanted a visual identity rooted in presence\u2014like a handwritten note on a porcelain plate. So we kept it simple and full of restraint.<\/span><\/p>\n

The color palette? Terracotta red, indigo blue, black ink, and cream. Organic and unexpected\u2014somewhere between vintage matchbox labels and high-end tea packaging. It felt Japanese without being performatively so. Like a crane mid-bow. Like steam from a teacup. Bold, but soft. With just enough blue to surprise you.<\/span><\/p>\n

\"sushi<\/p>\n

We designed a full set of themed illustrations in that palette. Each one a gesture. A fox holding a sushi platter like an offering. Cranes with chopsticks. Koi swimming around moon-shaped sauces. Nothing literal. Nothing shouting \u201cauthenticity!\u201d in all caps. Instead, a quiet surrealism\u2014a kind of visual haiku.<\/span><\/p>\n

Stylistically, they walked the line between folk art and editorial illustration. Not cartoony or mystical. Just graphic storytelling with enough space for the viewer to project their own mood onto it.<\/span><\/p>\n

The illustrations were part of the codebase. A flexible graphic language that could scale across packaging, print, socials, stickers, sleeves, and screens. Like sushi itself: small, intentional, modular.<\/span><\/p>\n

\"sushi<\/span><\/p>\n

And yes, we geeked out over the line weight. That fine-tuned balance between illustration and typography. We matched our font strokes to the illustration strokes\u2014not because anyone would notice, but because they\u2019d <\/span>feel<\/span><\/i> it if we didn\u2019t. We chose a thin, geometric sans-serif with just enough personality to hold its own next to a fox serving nigiri.<\/span><\/p>\n

No gradients. No gold foil. No faux wabi-sabi. Just shape, space, and texture, rendered in a four-color system with more flavor than flash. Because when the food is this good, the design doesn\u2019t need to perform. It just needs to hum in harmony.<\/span><\/p>\n

\"sushi<\/p>\n

Phase Two: Packaging the Ritual<\/span><\/h2>\n

Let\u2019s be real: most takeout packaging is where good food goes to die. The sushi might be exquisite. The soba cooked just right. But then it arrives in a limp, generic box with a 3mm-thick logo and a font that screams <\/span>corporate cafeteria, not Kyoto.<\/span><\/i><\/p>\n

KOISI wasn\u2019t going to be that. They came to us not asking for packaging\u2014but for presence. A full visual ecosystem. Something that would carry their food <\/span>and<\/span><\/i> their philosophy. Something you could touch, turn, unpack, and maybe (just maybe) never throw away.<\/span><\/p>\n

\"sushi<\/p>\n

Sushi. Soba. Tea. Sake. Chopsticks. Condiment lids. Tote bags. Discount flyers. Every object got its own treatment. Not in a maximalist \u201clet\u2019s rebrand the spoon\u201d way\u2014but in a deliberate, tactile, systemic packaging design that made everything feel like it came from the same world. A world where illustration, typography, and texture worked together instead of yelling over each other.<\/span><\/p>\n

The illustrations weren\u2019t resized. They were rethought. The koi didn\u2019t <\/span>just<\/span><\/i> land on the flyer and the box lid because they looked pretty there. They were redrawn, rebalanced, repositioned. Every curve mattered. The tails needed room to swim. The cranes needed space to perch. The fox? Always centered. Watching. Slightly unnerving. We love him.<\/span><\/p>\n

We wanted to let the art breathe. You can see it on the tea packaging: matcha and sencha, each with its own illustrated ritual. Or on the chopstick sleeves\u2014white for lunch, black for dinner, because that\u2019s how we imagine KOISI guests think.<\/span><\/p>\n

\"sushi<\/p>\n

\"sushiEven the takeout box was a canvas. A full mural. Cranes, koi, foxes, circular seals, and arcane symmetry\u2014it looked like a woodblock print and a ramen cart had a beautiful baby.<\/span><\/p>\n

Some Thoughts Along the Way<\/span><\/h2>\n

We\u2019ve seen too many food brands try to be \u201cpremium\u201d by making things boring. All white. All sans. All vibes, no flavor. KOISI wasn\u2019t afraid of presence. It\u2019s what made the process so satisfying.<\/span><\/p>\n

Packaging, when done right, becomes memory. You remember the way it felt in your hands. You remember the box with the two koi circling a red sun. You remember that weird fox. You remember the name KOISI, even if you forget what you ordered.<\/span><\/p>\n

\"sushi<\/p>\n

 <\/p>\n

Here\u2019s what the packaging needed to do:<\/span><\/p>\n

    \n
  1. Protect the food<\/b> without looking like it came from a biomedical lab.<\/span><\/li>\n
  2. Build brand identity<\/b> with visuals you could spot across a crowded table.<\/span><\/li>\n
  3. Feel intentional<\/b>, even at 8:45pm when your hands are full and your screen is glowing.<\/span><\/li>\n<\/ol>\n

    The result was packaging design that holds the food\u2014and the brand\u2014with equal care. The box closes with a message: <\/span>Made with love<\/span><\/i>. And maybe that\u2019s cheesy. But maybe, when it\u2019s done like this, it earns its place.<\/span><\/p>\n

    Because if your sushi makes someone pause before they recycle the box\u2026 You surely did something right.<\/span><\/p>\n

    Recommended Reading<\/span><\/h2>\n

    Curious how design works when it\u2019s more than \u201cjust a box\u201d? Here are some reads that go deeper into branding, systems, and food design thinking:<\/span><\/p>\n

    Sidra Vivo. Vibrant Packaging Design for Cider Brand<\/a><\/p>\n

    Black Friday. Graphic Design for Marketing Campaign<\/a><\/p>\n

    Aqua Dudes. Cartoonish Packaging Design for Fish Food Brand<\/a><\/p>\n

    Herteas. Packaging Design for Herbal Tea Brand<\/a><\/p>\n

    Nutribite. Tasty Packaging Design for Granola Bars<\/a><\/p>\n

    Milkimu. Packaging and Marketing Design for Dairy Brand<\/a><\/p>\n

    Dance Festival. Creating a Set of Event Poster Designs<\/a><\/p>\n

    Soaplanet. Soap Brand Packaging Design with Travel Spirit<\/a><\/p>\n

    Joosi. Packaging Design and Marketing Graphics for Juice Brand<\/a><\/p>\n

    Pizzatta. Artistic Pizza Packaging Design<\/a><\/p>\n

    Page Turner. Identity and Packaging Design for Bookstore Chain<\/a><\/p>\n

    Garden Gates. Identity and Packaging Design for Garden Center<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    How do you wrap culture, care, and visual poetry into a sushi box? KOISI Tokyo asked for presence, not packaging\u2014and we answered with a brand system made to be remembered.<\/p>\n","protected":false},"author":10003,"featured_media":15130,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3,588,4,6],"tags":[248,311,12,440,44,447,47,569,57,580,100,596,123,600,127,608,138,611,147,613,168,170,192,212,241],"coauthors":[634],"class_list":["post-15127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-business","category-case_study","category-illustration","tag-illustration","tag-marketing","tag-advertising","tag-tubik","tag-brand-identity","tag-tubik-studio","tag-branding","tag-2d-illustration","tag-case-study","tag-tubik-arts","tag-design","tag-packaging-design","tag-design-for-business","tag-food-brand","tag-design-for-marketing","tag-packaging","tag-design-process","tag-marketing-design","tag-design-studio","tag-business-illustration","tag-digital-art","tag-digital-illustration","tag-food","tag-graphic-design","tag-identity-design-case-study"],"acf":[],"yoast_head":"\nCase Study: KOISI. 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