Rolling Forward, Sustainably

Brand StrategyIllustrationPrint DesignPackage Design

Genji began as a little restaurant on Sansom Street in Philadelphia that accepted and embraced an opportunity to work with Whole Foods in the central PA market. Today, Genji operates over 200 sushi bar locations in the United States and in the United Kingdom, and is the largest sushi vendor within the Whole Foods Market chain.


Push10 serves CPG clients via Aid&Abet, its specialized food & beverage branch. As part of an ongoing partnership, Aid&Abet is helping to refine and enhance the burgeoning family of brands, starting with the Genji brand itself.

Fresh & Clean

Aid&Abet performed an in-depth review of existing brand collateral, combed through market research, and visited numerous area stores while working with the team at Genji to develop a fresh new look for the brand. After much experimentation and iteration, a refined color palette, unique illustrations, textural watercolor accents, and whimsical typography came together to create a memorable new style.

Crafting A Branded Experience

After refining the brand’s look & feel, we set to work on the in-store customer experience. Push10 helped apply the new branding to sushi labels and concept store signage designs.

Extending The Brand

Aid&Abet also designed updated point-of-sale materials, including a bold new Sushi Platter brochure.

Website Design

We created a dynamic and versatile website for Genji that embraces their dedication to sustainability with custom illustrations, eye-catching watercolor interactions, and a bold aesthetic.

Homepage Web Design for Sushi Brand

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