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Maki-San | Esther Goh
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Maki-San | Esther Goh

Maki-San is a branding study by Esther Goh of a sushi store in Singapore. It’s a very interesting and graphic approach to promote the first custom sushi store to the city. The client wanted to launch Singapore’s first ever fully customizable sushi store. Being offered a wide selection of fresh ingredients, diners could pick and choose precisely what went into their hand-rolls.
We proposed naming the store “Maki-San” for one simple reason: the word “-San” roughly translates as “mister” or “missus” in Japanese, and by using this suffix, each Maki could be uniquely personified. This idea also extends to operations: customers can name their own rolls however they choose to. The logo is made up of emoticons commonly used in Japanese pop culture.
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