Sweetfish Poke & Sushi Restaurant
Hospitality Design, Identities, Naming, Brand Strategy, Spaces, Sites & Apps, Products, Packaging
We helped the former Poke Stop in Brooklyn, NY transform into Sweetfish… fresh catch with a catchy name, mascot and branding that’s prepared for a global expansion.
The Challenge
Poke Stop was a local quick serve restaurant (QSR) who’s owner saw a wider audience for their handcrafted bowls and rolls that puts a Brooklyn spin on Japanese and Hawaiian standards. How can we recreate the brand in a fun, memorable way that will translate into different neighborhoods… and cultures?
The Solution
Starting with the name, we cast about for inspiration across a wide sea of options — fish names, Japanese culture, ingredients, benchmark brands and more. The name “Sweetfish” resonated best so we then developed a mascot, dubbed Rufus, with a heart on his tail, to ride the wave.
Already well-versed in the power of Instagram and social media, the client wanted packaging that would demand posting and sharing.
Working with overseas packaging vendors, we redesigned the packaging system to be more immersive, playful and functional. We developed a tagline, “love at fish sight,” and use the heart in communications and marketing to reinforce the love that goes into making the food and the customer’s experience eating it. Last, we brought the brand colors to the standalone location, making a massive Rufus rising from behind the sea-blue awning and painting the entire building red-orange.
