Customer: 

Bubble Maki, 

Fast-casual Sushi & Bubble Tea Delivery and Takeout, Chicago, IL. 

Mission: 

Create and launch a fast-casual brand that proves that sushi can be a healthy, fast, and affordable snack.

Mission Accomplished:

• Сompetitor Profile Analysis: researched the advantages and mistakes, prices, promotion features, and selling propositions of Chicago and US delivery and takeout competitors. 

• Vision, Mission, Values, DNA: developed key differentiation and a positioning strategy. "You choose, we make it happen" - this slogan reflects both the extensive Bubble Maki menu and a "no-judgment" attitude where all the wishes of the client are valuable, no matter how quickly they change. 

• Customer Portraits, Personality, Tone of Voice: identified 5 key customer personas along with their demographics, goals, pain points, and buying behaviors. Based on the research created a unique fun and easy-going brand personality that will be attractive to very different customers. 

Logo and Brand System:

fun and cute, yet gender-neutral and stylish - the perfect solution for fast-casual. We created the Bubble Maki logo that represents a bubble, a tapioca ball of bubble tea, and a cutaway sushi roll where the rice envelops the filling all at the same time. The print made of such bubbles is playful and can be used in different compositions.

We also created Cloud Maki, an in-house brand offering vegan sushi options, thus meeting the trend and current audience need for sustainability. This allowed us to distinguish from competitors and attract more customers.

Art Director: Valeriia Kozarezova