Premium Sushi Take-Away To Launch In London's West End

A new high-quality take-away sushi restaurant is launching in central London next month, with brand and interiors created with award-winning studio, Avocado Sweets. 

Opening in June 2018, Sushiology will offer ready-made and made-to-order sushi and sashimi at its flagship Bond Street site. Catering to the novice and connoisseur alike, skilled sushi chefs will offer everything from unique unagi to tantalising toro

Based on James street, near the popular St Christopher’s Place, Sushiology is the brain-child of Atari-Ya, fish suppliers to some of London’s finest restaurants for the past 20 years.

To bring their new concept to life, Atari-Ya brought in Avocado Sweets to oversee the brand development and design.  With a track-record of designing hospitality venues across London, the studio helped create a brand personality fitting for the competitive West End market. 

 
 The brand name and logo balance a sense of traditional mastery with playful accessibility 

The brand name and logo balance a sense of traditional mastery with playful accessibility 

 

The brand

Combining a high-quality authentic product with the convenience of a take-away, the brand name, logo and interior needed a careful balance of gravitas and accessibility.

Explaining the concept, Miku Okita from Atari-Ya said: “We’ve seen a huge rise in ‘convenience’ Japanese food in the UK in recent years, with sushi and sashimi fast becoming a lunch-time staple. But convenience often trumps flavour and we want to show you can have both.” 
“This new concept promises something very special, and that’s the quality of the fish, the authentic preparation techniques and the range of customer choice,” adds Avocado Sweets Creative Director, Evros Agathou “To find the right name, we needed to convey a sense of the playful accessibility of the brand alongside the experience and care in the product. The tongue in cheek appeal of Sushiology really fitted the bill.”

The logo

With the fish quality taking centre stage, the team were keen for a logo to visually reflect this important part of the brand while avoiding cultural cliché. 

“The colourful ‘origami’ fish coupled with a semi de-constructed font evokes a sense of Japanese tradition in a new and exciting way,” explains Evros. “The beautiful interaction of pattern, shape and colour conveys a sense of this original food concept for the UK market, which is rooted in Japanese traditions.”

The interior

This careful combination of innovation and authenticity is carried on into the interior. A mix of natural materials and colour is fused with a more futuristic look and feel. Highlights include a bespoke back-lit serving counter with traditional Asanoha patterns, ply-wood clad fridges interspersed with green feature plants, hexagonal ceramic tiles and an oversized origami fish feature wall. 

 
 Traditional materials and patterns mix with a more futuristic urban feel for London's West End. 

Traditional materials and patterns mix with a more futuristic urban feel for London's West End. 

 
Okita said: “We’re delighted to be working with Avocado Sweets to bring this exciting mix of tradition and innovation to central London. By supplying our own fish, we control the quality of the product from ocean to customer and we think customers will really taste the difference.” 

With the Elizabeth line opening later this year, Sushiology will be well-placed to cater to the large influx of visitors expected in Central London each day. We can't wait!

Sushiology is at 20 James Street, W1U 1EH, London.

 

 

 

 

 

 

 

 

Susie Agathou