Sushiman

We strengthened the positioning through authorship: the signature “by Artyom Kozodayev” became part of the new logo — a mark of authenticity that copies cannot reproduce.

At the same time, we developed a brand character: a friendly sushi chef in a cap with a distinctive personality. Four iterations of the character were created — from a detailed illustration to a clear graphic sticker — until we found a version that was instantly recognizable and worked across any medium.

The character brought the brand’s voice to life: signature stickers such as “Осторожно, тут вкусно”, “Строго рекомендуется”, and “Міндетті түрде дәмін көру керек” became a cultural code that exists beyond the logo and makes the original impossible to imitate.

Design without guidelines is just a picture. We built a complete system: strategy → touchpoints → new logo and visual identity → packaging and menu.

A new logo in a red and white color palette, a complete packaging redesign featuring the brand character, and visual scenarios for content — everything was connected through one logic and clear standards.

The result: copies no longer look “similar” — they are clearly perceived as imitations.

Recognition of the original brand increased, while competition based on dumping from pseudo-branches stopped. This is what 90% of brands do not have: not just a beautiful style, but a protected visual system.