Noriniku Brand Identity

Noriniku is a fictitious sushi takeout vendor in Vancouver, Canada.

Located on Granville Island, home to diverse local communities and a tourist spot, Noriniku aims to become anyone's entry point to enjoying Japanese food through accessibility and convenience.

For Noriniku to appeal to people outside of Japan, it was necessary to consider barriers that intimidated them from Japanese food. The main focus was the fear of being unfamiliar with the language and terms used in Japanese menus.

The result is an informational approach to showcasing Noriniku's menu. A key point is to make sure any Japanese terms are translated and accompanied by descriptions. A comprehensive icon set was also developed to visually describe and distinguish the different ways rice, fish, and seaweed can be served. Social media posts are an opportunity to explain what the menu items are and what can be found in them. This way, foreigners understand what they are ordering and can try Japanese food with confidence.