Sushi had reached a saturation point which provided its own set of challenges. The solution to separate it? Simplify the menu even more. With Komeya, it all starts with the rice in its most elemental form—no different than many other Japanese classics—and a common vessel: the handroll. And from there the menu still allowed for a world of variation based on premium seasonal seafood availability but in a more fast casual menu.

branding, integrated campaigns, menu consultation, signage