Rice Now was born from the idea of creating the very first sushi delivery in Merida, Yucatan: an innovative concept for a market that grows more every day. This is why our goal was to create a total brand experience, by means of a very identifiable logotype, with fresh and youthful imagery. To compose the Rice Now logo, there were four key elements taken from japanese cuisine: temaki, rice, hashi (chopsticks) and maki (rolls). Each geometric form represents one of these elements, and together results in a logotype that communicates both an irreverent and an elegant attitude.
In Mérida (Yucatán), the sushi delivery service from almost all sushi restaurants is usually always late and and the packaging is poorly designed, generic bags, generic plastic containers with no branding.
The client wanted to standout with unique, youthful branding and packaging without a big increase in prices. Also the idea was to make the client feel special, and connected with the brand so when their food arrives they already know which shushi is theirs, so we decided writing people’s name on the packaging would solve that, also the kind of dish. (Sushi, rice, kushiague etc)