Digno Consultores de Marca Creates Sushiban Restaurant Rebranding

Sushiban is one of the first sushi restaurant chains in Chile and has more than 20 years of history. During the pandemic, it switched 100% to the delivery format, with the challenge of growing in consideration and preference. In pursuit of this objective, it was necessary to rethink the brand, seeking to detach itself from the category (sushi delivery brands) in order to capitalize on its differential (higher quality at an affordable price). To do this, we carried out a rebranding seeking to give the brand its own identity codes, both graphic and verbal, strategically moving the brand from the permanent discounts characteristic of the category (functional connection) to consumption occasions that connect with today’s consumer (emotional connection). From the graphic identity, we seek to ca