Mike's Sushi

@Boston, USA

Mike’s Sushi is a family owned & Operated in-store and catering in Boston, United States since 2008. They would like to rebrand their brand strategically to stand out from their competitors in the market

Visit Mike's Sushi Website

My Role In This Project

A rebranding project for Mike’s Sushi, collaborating with the brand designer to create a cohesive and impactful visual identity. The objective was to develop the consistency, clarity, and market positioning of the brand within a highly competitive quick-service food landscape. In this project, I was responsible for

Conducting competitor and customer analysis for the U.S. sushi market through social media insights and interviews.
Performing internal business analysis to identify brand strengths and weaknesses.
Developing brand positioning and strategy, defined brand associations, archetypes, personality, tone of voice, and brand story, supported by data-driven research, creativity, and industry benchmarks.

Brand Before Rebranding

Through analysis and competitor benchmarking, I identified key issues, including inconsistent use of typography, color systems, and brand elements across touchpoints. The brand lacked a unified visual language, which weakened recognition and reduced its ability to stand out in the market. Additionally, the messaging and positioning were too generic, making it difficult for customers to clearly understand the brand’s unique value proposition.

Rebranding Direction

Defining a Distinct Brand Personality

For the new brand direction, I developed a rebranding concept based on a clear archetype framework. After analyzing the target audience, product experience, and market positioning, I identified the need for a more engaging and memorable personality.

The refreshed identity blends the Jester, Everyman, and Creator archetypes, with the Jester as the primary focus to reflect a fun, approachable, and creative dining experience.

Visually, the rebrand uses bright, playful colors, bold contrasts, and expressive illustrations to create an energetic and welcoming feel. The Everyman archetype keeps the brand relatable, while the Creator reinforces craftsmanship. Together, this approach strengthens differentiation and builds a cohesive, emotionally engaging brand identity.

Brand Strategy Focus

"Sushi as a love Language, Tell Mike How You Like it!"

Embracing their uniqueness and being customizable while building emotional connection

Brand Positioning

For health-conscious individuals, busy professionals, students, and cultural enthusiasts seeking an affordable yet fresh and nutritious Lunch and Breakfast option in Boston, Mike’s Sushi is the go-to sushi bar which offers made-daily, customizable, fresh sushi rolls crafted with hand-picked local ingredients, own signature sauces, and unique flavor combinations you won’t find anywhere else. With a commitment to artistic presentation, culinary creativity, and exceptional customer service, Mike’s Sushi delivers a memorable experience that tastes just as amazing as it looks

Brand CV

If Mike’s Sushi was a person,

He would be a sweet, humble, friendly and genuine person, whom everyone loves. He is an optimistic one, always seeing life in positive way and you can feel the positive sunshine aura around him. He always wears casual and clean design with a soft apron, You can see a glasses and a sweet smile on his face as always. He’s the kind of person who believes that even a quick lunch should feel special — comforting, nourishing, and beautiful. With strong passion in sushi, Mike treats sushi like a form of love and art, making sure to offer unique flavor, paying attention to details, carefully crafting each piece with intention and heart. Mike loves making people happy in small ways, treats every customer like an old friend, asking “How’s the day going?” and say comfort words in case having a rough day. Always approachable and deeply caring, Mike makes everyone feel welcome, seen, and genuinely cared for, like coming home to something simple and good. You can ask the way you like, Mike always makes it happen just for you.

Project Results

Business Growth After Rebranding

Following the rebranding implementation,

The client reported a noticeable increase in sales and improved customer engagement.

The refreshed visual identity and clearer brand positioning helped strengthen brand recognition, attract new customers, and create a more memorable in-store and online experience.