Momoyama Sushi Rebrand Identity & TVC Concept

This piece of work combines my love of brand identity work, with my second major professional interest; Film & TV pre-production. It serves to provide you insight into my idealisation, methodology, research techniques and concept presentation.

At uni I was often asked to assist on other peoples projects where storyboarding and conceptual visualisation needed to be presented.

I thought a local restaurant in my neighbourhood had great promise for a refresh and I decided to have some fun with a commercial idea I had been wanting to explore.

The message is essentially about communicating how mastery is achieved through practice and discipline, and the beauty and happiness that can be provided to people as a result.

Inspiration, research and setting the scene

The inspiration for this project was the 2011 film “Jiro Dreams of Sushi”. As with any other work, I get the idea down by brainstorming keywords.

I build mood boards, rough sketch layouts and shot composition ideas, and then I move onto storyboarding. A very rough thumbnail series of sketches to cement the flow of scenes and how they could best visually represent the story.

The Story

“ There is a restaurant in a tiny Japanese fishing village, where the greatest sushi in the world can be found.

People travel thousands of miles and spend hundreds of dollars to experience the wonder of what is a brief, but unforgettable meal.

The sushi is made by a “shokunin”. An artisan that for over 80 years, has strived to deliver perfection and he is unrivaled anywhere in the world.

For his entire life, his passion has been to make the perfect sushi, and to bring joy to people through his food.

He has spent a lifetime perfecting the techniques necessary and he leads the way every day, at every step. 

What drives him? 

His love for his profession, his passion for fish and knowing what is the best. He has dedicated his life to it.

For the fish – it’s the an honour.