Reconfirming the identity of this long-established sushi shop, we condensed its legacy of “trust built over years in the market” and its “pride in freshness” into a new brand identity. This initiative aims for a unification of the brand as it approaches its 150th anniversary, emphasizing the unique experience of “dining in the market.”

＜Objective＞

• Balance the heritage and gravitas of 146 years of history with a sense of modern accessibility.
• Visually express the strength of its location within the fish market and its high level of freshness.
• Maintain trust with long-time patrons while making the brand approachable for new customers.

＜Target Audience＞

• Existing patrons of Sushi Sagamiya (long-standing customers)
• New customers, including market visitors and tourists

＜Approach＞

•  Redesign the logo to balance heritage and modernity.
•  Research traditional calligraphy and design roots to reflect the founding philosophy.
•  Develop a noren design that captures the bustling, lively atmosphere of the fish market.
• Through the logo and noren, establish Sushi Sagamiya as a symbol of freshness and trust.

• Make the unique location within the fish market — a symbol of freshness and trust — visible through design.
• Unify the tone across the logo, noren, and copywriting to create a seamless brand world.
• Respect the 146-year heritage while creating a modern impression that will carry the brand into its next 150 years.

•  Logotype： Redesigned with a traditional calligraphic base, making it bold, legible, and clearly recognizable.
  • Symbol：A concise, impactful design capturing the heritage of the fish market and the pride imbued in the name “Sagamiya.”
  • Tone & Manner：The deep indigo blue reminiscent of the deep sea combined with crisp, fresh fish whites — merging dignity and warmth.
  • Noren Design： A bold use of space that captures the vibrancy of the market, combined with confident lettering that refreshes the shop’s exterior.