Taste the Wonders of
Japanese Soul Food
CLIENT: SUSHI KING
ART DIRECTION, ILLUSTRATION, STORYBOARD
Japan’s ‘Niku Day’ falls on the 9th day of the 2nd month, where 'Niku' also reflects the meaning of 'meat.' Pronounced in Japanese, Niku for meat and ni-kyuu for numbers 2 & 9, making 9th February the ideal celebration day. We want to share the journey of Niku Day from Japan making its way to Sushi King.
We feature a soulful selection of Japanese food in vivid illustrations of coloured ink, as if someone is treasuring his favourite moments of Niku Day in his journal. Authentic elements like yatai (food stall), chochin (lanterns) create a warm and inviting visual language for a theatric experience, taking customers on a journey to Japan through the true indulgence of Japanese soul food.
We carried out hand drawn journal elements to various print platform like menu and kaiten belt design. The menu was designed like a travel food journal form with hand-drawn illustrated food and Mount Fuji landmarks.
The Kaiten belt design was inspired by how one indulge his soul food in yatai stalls.
A promotional and educational Niku Campaign video was promoted throughout the campaign and also after the campaign across the store and social media. The elements are also adapted to social media for promotional purposes.
Video was done by production house
Agency: Hakuhodo Malaysia | Year: 2019
Art Director: Loo Kok Seng | Copywriter: Nadiah Azmi