ACE Sushi - a 300-location sushi kiosk concept - asked for a new store design. What happened was a full brand development project build around a new store. This takes the audience through the attributes of the brand, and inspiration and the process of build-out.

1. STORE DESIGN / FABRICATION

2. Initial Ideas + Inspiration

3. First Design
sophisticated

4. Working Designs

5. Fabrication Overview

6. Idea to Reality

7. BRAND IDENTITY & DESIGN

8. We believe in the art of everything.
That’s why ACE Sushi is dedicated to bringing you the best sushi, made with
the freshest ingredients by the masterful hands of our professionally trained
sushi chefs.
ACE's vision is to change the way people see grab-and-go sushi. We want to
be known for providing service and a level of product quality that not only
redefines our customers expectations, but the Grab-and-go sushi market itself.

9. Original Ideas & Inspiration

10. Wall Menu
A-Ha Moment :
Q: What do all to-go deli’s post on
the wall so people will know to
order?
A: A Wall Menu - no need to
explain that it can be made fresh
to order, the menu implies it
totally.

11. Hand Out Menu

12. Signage

13. Branding Application

14. INGREDIENTS: Rice, Imitation Crab(Fish Protein (Alaski Pollock, Pacific Whiting,
Threadfin Bream), Water, Egg Whites, Sugar, Wheat Starch, Mirin Wine, Potato
Starch, Modified Con Starch, Sorbitol, Wheat Flour, Salt, Soybean Oil, Natural am
Artificial Flavors (Hydrolyzed Soy Protein, Crab Extract), Soo Lecithin, Sodium
Tripolyphosphate, Tetrasodiun Pyrophosphate, Color Added, Carmine Color.),
Cucumber Avocado, Vinegar(High Fructose Corn Syrup, Distilled Vinega and Rice
Vinegar(Diluted with Water), Salt and Brown Sugar) Wasabi(Horseradish, Corn Flour,
Mustard, Ascorbic Acid(Vitarnin C), Artificial Flavor, Artificial Color(ED&C `tenor *5,
FD&C BlueSi)), Pickled Ginger(Ginger, Water, Vinegar Salt, Acetic Acid, Citric Acid,
Corn Syrup, Sorbitol, Aspartame Potassium Sorbate, FD&C Red No. 40), Seaweed,
Sesame Seed. CONTAINS: WHEAT, EGG, POLLOCK, SESAME, SOY, CRAB,
CORN PACIFIC WHITING, THREADFI BREAM, PHENYLALANINE.
Shrimp $5.69
INGREDIENTS: Rice, Imitation Crab(Fish Protein; Pollock, Pacific Whiting, Threadfi
re Eg• Whites, Sugar, Wheat Starch, Mirin me, tarn Starch, I Modified Corn Starch,
Sorbitol, Wheat Flour, S It, Soybean Oil, Natural and Artificial Flavors (Hydrolyzed
Soy Protein, Crab Extract), Soy Lecithin, Sodium Tripolyphosphate, Tetra sodium
Pyrophosphate, Color Added, Carmine Color.), Masago (Capella Roe, Water,
Sorbitol, Salt, Sugar, Monosodium Glutamate, Artificial Color: FD&C Colors),
Cucumber, Avocado, Vinegar (High Fructose Corn Syrup, Distilled Vinegar and Rice
Vinegar (Diluted with Water), Salt and Brown Sugar), Wasabi (Horseradish, Corn
Flour, Mustard, Ascorbic Acid (Vitamin C), Artificial Flavor, Artificial Color (FD&C
Yellow 15, FO&C Blue a 1)), Pickled Ginger (Ginger, Water, Vinegar, Salt, Acetic
Acid, Citric Acid, Corn Syrup, Sorbitol, Aspartame, Potassium Sorbate, FDB:C Red
No. 40), Seaweed, Soy Sauce CONTAINS: WHEAT, EGG, CRAB, SOY, CORN,
POLLOCK, PACIFIC WHITING, THREADE I Is. BREAM, FISH EGOS,
PHENYLALANINE.
California Delux $6.49
INGREDIENTS: Rice, {Hydrolyzed Soy Protein, Cr EXt ), hit Sodium Tripolyphosphate,
Tetra sodium Pyrop osphate, Col Added, Carmine Color), Cucumber, Avocado, Vinegar
(Hi Fructose corn syrup, Distilled vinegar and Rice Vinegar (Dilute with Water), Salt and
Brown Sugar), Wasabi (Horseradish, Co Flour, Mustard, Ascorbic Acid (Vitamin C),
Artificial Flavor, Artifici Color (FD&C Yellow *5, FD&C Blue Si), Pickled Ginger (tinge
Water, Vinegar, Salt, Acetic acid, Citric Acid, Corn Syrup, Sorbit Aspartame, Potassium,
Sorbate, FD&C Red NO.40), Seawee Sesame Seed, Eel Sauce (Sugar, Naturally
Brewed Soy Salle Water, Wheat, Soybeans, Salt), Water, Mirin (Sweet Cooking Ri
Wine) Modified Corn Starch, Caramel Color, Salt), Crispy Onion Spicy Tuna' (Yellow
Fin Tuna , Spicy Sauce (Spicy Sauce (Soybe Oil, Water, Egg yolks, Distilled Vinegar,
High Fructose Corn Syr Whole Eggs, Salt, Mustard Bran, Spice, Lemon Juice.
Concentra Calcium Disodium EDTA Added To Protect Flavor, Chili, Vinegar, Garlic,
Sugar, Potassium Sorbate & Sodium Bisulfite as Preservatives, Xanthan Gum, Sesame
Seed Oil). • Tuna treated with Carbon Monoxide (a preservative) to promote color
retention. CONTAINS: WHEAL TUNA, FISH, PACIFIC WHITING, THREADFIN
3REAM, EGG, MAYO, SESAME, CORN, POLLOCK, SOY, CRAB, BREAM, FISH
EGOS, PHENYLALANINE
Sea Dragon $6.49
INGREDIENTS: Rice, Imitation Crab Pacific Whiting, Threadfin Bream Wheat
Starch, Mirin Wine, Potato t Sorbitol, Wheat Flour, Salt, Soybean I, el Artific Flavors
(Hydrolyzed Soy Protein, Crab Extract Soy lecith Sodium Tripolyphosphate, Tetra
sodium Pyrophosphate, Co Added, Carmine Color), Salmon, Smoked Salmon
(Salmon, Sr Sugar, Color Added and Natural Hardwood Smoke), Shrimp (Fa
Raised Shrimp, Salt), Cucumber, Avocado, Vinegar (Rice Vineni Water, Sugar,
Salt), Nlasago (Capelin Roe, Water, Sorbitol, S4 Sugar, Monosodium Glutamate,
Artificial Color: FD&C Color Pickled Ginger (Ginger, Water, Vinegar, Salt, Acetic
Acid, Cit Acid, Corn Syrup, Sorbitol, Aspartame, Potassium, Sorbate, FOI Red
0.40), Spicy Sauce (Spicy Sauce (Snyhean Oil, Water, E yolks, Distilled vinegar,
High Fructose Corn Syrup, Whole Egi Salt, Mustard Bran, Spice, Lemon Juice
Concentrate, Catch Disodium EDTA Added To Protect Flavor, Chili, Vinegar, Gar!
Sugar. Potassium Sorbets & Sodium Bisulfite As Preservative '<anthem Gum,
Sesame Seed Oil)), Seaweed, Sesame Seed. CONTAINS: SOY, WHEAT, EGG,
PACIFIC WHITING, THREADFI BREAM, SESAME, CRAB, POLLOCK, CORN,
SALMON, SHRIMP, PHENYLALANINE.
Catapiller $6.49
Packaging

15. INGREDIENTS: Rice, Imitation Crab(Fish Protein (Alaski Pollock, Pacific Whiting,
Threadfin Bream), Water, Egg Whites, Sugar, Wheat Starch, Mirin Wine, Potato
Starch, Modified Con Starch, Sorbitol, Wheat Flour, Salt, Soybean Oil, Natural am
Artificial Flavors (Hydrolyzed Soy Protein, Crab Extract), Soo Lecithin, Sodium
Tripolyphosphate, Tetrasodiun Pyrophosphate, Color Added, Carmine Color.),
Cucumber Avocado, Vinegar(High Fructose Corn Syrup, Distilled Vinega and Rice
Vinegar(Diluted with Water), Salt and Brown Sugar) Wasabi(Horseradish, Corn Flour,
Mustard, Ascorbic Acid(Vitarnin C), Artificial Flavor, Artificial Color(ED&C `tenor *5,
FD&C BlueSi)), Pickled Ginger(Ginger, Water, Vinegar Salt, Acetic Acid, Citric Acid,
Corn Syrup, Sorbitol, Aspartame Potassium Sorbate, FD&C Red No. 40), Seaweed,
Sesame Seed. CONTAINS: WHEAT, EGG, POLLOCK, SESAME, SOY, CRAB,
CORN PACIFIC WHITING, THREADFI BREAM, PHENYLALANINE.
Eel $5.69
INGREDIENTS: Rice, Imitation Crab(Fish Protein; Pollock, Pacific Whiting, Threadfi
re Eg• Whites, Sugar, Wheat Starch, Mirin me, tarn Starch, I Modified Corn Starch,
Sorbitol, Wheat Flour, S It, Soybean Oil, Natural and Artificial Flavors (Hydrolyzed
Soy Protein, Crab Extract), Soy Lecithin, Sodium Tripolyphosphate, Tetra sodium
Pyrophosphate, Color Added, Carmine Color.), Masago (Capella Roe, Water,
Sorbitol, Salt, Sugar, Monosodium Glutamate, Artificial Color: FD&C Colors),
Cucumber, Avocado, Vinegar (High Fructose Corn Syrup, Distilled Vinegar and Rice
Vinegar (Diluted with Water), Salt and Brown Sugar), Wasabi (Horseradish, Corn
Flour, Mustard, Ascorbic Acid (Vitamin C), Artificial Flavor, Artificial Color (FD&C
Yellow 15, FO&C Blue a 1)), Pickled Ginger (Ginger, Water, Vinegar, Salt, Acetic
Acid, Citric Acid, Corn Syrup, Sorbitol, Aspartame, Potassium Sorbate, FDB:C Red
No. 40), Seaweed, Soy Sauce CONTAINS: WHEAT, EGG, CRAB, SOY, CORN,
POLLOCK, PACIFIC WHITING, THREADE I Is. BREAM, FISH EGOS,
PHENYLALANINE.
California Delux $6.49
INGREDIENTS: Rice, {Hydrolyzed Soy Protein, Cr EXt ), hit Sodium Tripolyphosphate,
Tetra sodium Pyrop osphate, Col Added, Carmine Color), Cucumber, Avocado, Vinegar
(Hi Fructose corn syrup, Distilled vinegar and Rice Vinegar (Dilute with Water), Salt and
Brown Sugar), Wasabi (Horseradish, Co Flour, Mustard, Ascorbic Acid (Vitamin C),
Artificial Flavor, Artifici Color (FD&C Yellow *5, FD&C Blue Si), Pickled Ginger (tinge
Water, Vinegar, Salt, Acetic acid, Citric Acid, Corn Syrup, Sorbit Aspartame, Potassium,
Sorbate, FD&C Red NO.40), Seawee Sesame Seed, Eel Sauce (Sugar, Naturally
Brewed Soy Salle Water, Wheat, Soybeans, Salt), Water, Mirin (Sweet Cooking Ri
Wine) Modified Corn Starch, Caramel Color, Salt), Crispy Onion Spicy Tuna' (Yellow
Fin Tuna , Spicy Sauce (Spicy Sauce (Soybe Oil, Water, Egg yolks, Distilled Vinegar,
High Fructose Corn Syr Whole Eggs, Salt, Mustard Bran, Spice, Lemon Juice.
Concentra Calcium Disodium EDTA Added To Protect Flavor, Chili, Vinegar, Garlic,
Sugar, Potassium Sorbate & Sodium Bisulfite as Preservatives, Xanthan Gum, Sesame
Seed Oil). • Tuna treated with Carbon Monoxide (a preservative) to promote color
retention. CONTAINS: WHEAL TUNA, FISH, PACIFIC WHITING, THREADFIN
3REAM, EGG, MAYO, SESAME, CORN, POLLOCK, SOY, CRAB, BREAM, FISH
EGOS, PHENYLALANINE
Vegetable $6.49
INGREDIENTS: Rice, Imitation Crab Pacific Whiting, Threadfin Bream Wheat
Starch, Mirin Wine, Potato t Sorbitol, Wheat Flour, Salt, Soybean I, el Artific Flavors
(Hydrolyzed Soy Protein, Crab Extract Soy lecith Sodium Tripolyphosphate, Tetra
sodium Pyrophosphate, Co Added, Carmine Color), Salmon, Smoked Salmon
(Salmon, Sr Sugar, Color Added and Natural Hardwood Smoke), Shrimp (Fa
Raised Shrimp, Salt), Cucumber, Avocado, Vinegar (Rice Vineni Water, Sugar,
Salt), Nlasago (Capelin Roe, Water, Sorbitol, S4 Sugar, Monosodium Glutamate,
Artificial Color: FD&C Color Pickled Ginger (Ginger, Water, Vinegar, Salt, Acetic
Acid, Cit Acid, Corn Syrup, Sorbitol, Aspartame, Potassium, Sorbate, FOI Red
0.40), Spicy Sauce (Spicy Sauce (Snyhean Oil, Water, E yolks, Distilled vinegar,
High Fructose Corn Syrup, Whole Egi Salt, Mustard Bran, Spice, Lemon Juice
Concentrate, Catch Disodium EDTA Added To Protect Flavor, Chili, Vinegar, Gar!
Sugar. Potassium Sorbets & Sodium Bisulfite As Preservative '<anthem Gum,
Sesame Seed Oil)), Seaweed, Sesame Seed. CONTAINS: SOY, WHEAT, EGG,
PACIFIC WHITING, THREADFI BREAM, SESAME, CRAB, POLLOCK, CORN,
SALMON, SHRIMP, PHENYLALANINE.
Tuna $6.49
Packaging

16. INGREDIENTS: Rice, Imitation Crab(Fish Protein (Alaski Pollock, Pacific Whiting,
Threadfin Bream), Water, Egg Whites, Sugar, Wheat Starch, Mirin Wine, Potato
Starch, Modified Con Starch, Sorbitol, Wheat Flour, Salt, Soybean Oil, Natural am
Artificial Flavors (Hydrolyzed Soy Protein, Crab Extract), Soo Lecithin, Sodium
Tripolyphosphate, Tetrasodiun Pyrophosphate, Color Added, Carmine Color.),
Cucumber Avocado, Vinegar(High Fructose Corn Syrup, Distilled Vinega and Rice
Vinegar(Diluted with Water), Salt and Brown Sugar) Wasabi(Horseradish, Corn Flour,
Mustard, Ascorbic Acid(Vitarnin C), Artificial Flavor, Artificial Color(ED&C `tenor *5,
FD&C BlueSi)), Pickled Ginger(Ginger, Water, Vinegar Salt, Acetic Acid, Citric Acid,
Corn Syrup, Sorbitol, Aspartame Potassium Sorbate, FD&C Red No. 40), Seaweed,
Sesame Seed. CONTAINS: WHEAT, EGG, POLLOCK, SESAME, SOY, CRAB,
CORN PACIFIC WHITING, THREADFI BREAM, PHENYLALANINE.
Real Crab $5.69
INGREDIENTS: Rice, Imitation Crab(Fish Protein; Pollock, Pacific Whiting, Threadfi
re Eg• Whites, Sugar, Wheat Starch, Mirin me, tarn Starch, I Modified Corn Starch,
Sorbitol, Wheat Flour, S It, Soybean Oil, Natural and Artificial Flavors (Hydrolyzed
Soy Protein, Crab Extract), Soy Lecithin, Sodium Tripolyphosphate, Tetra sodium
Pyrophosphate, Color Added, Carmine Color.), Masago (Capella Roe, Water,
Sorbitol, Salt, Sugar, Monosodium Glutamate, Artificial Color: FD&C Colors),
Cucumber, Avocado, Vinegar (High Fructose Corn Syrup, Distilled Vinegar and Rice
Vinegar (Diluted with Water), Salt and Brown Sugar), Wasabi (Horseradish, Corn
Flour, Mustard, Ascorbic Acid (Vitamin C), Artificial Flavor, Artificial Color (FD&C
Yellow 15, FO&C Blue a 1)), Pickled Ginger (Ginger, Water, Vinegar, Salt, Acetic
Acid, Citric Acid, Corn Syrup, Sorbitol, Aspartame, Potassium Sorbate, FDB:C Red
No. 40), Seaweed, Soy Sauce CONTAINS: WHEAT, EGG, CRAB, SOY, CORN,
POLLOCK, PACIFIC WHITING, THREADE I Is. BREAM, FISH EGOS,
PHENYLALANINE.
Golden Dragon $6.49
INGREDIENTS: Rice, {Hydrolyzed Soy Protein, Cr EXt ), hit Sodium Tripolyphosphate,
Tetra sodium Pyrop osphate, Col Added, Carmine Color), Cucumber, Avocado, Vinegar
(Hi Fructose corn syrup, Distilled vinegar and Rice Vinegar (Dilute with Water), Salt and
Brown Sugar), Wasabi (Horseradish, Co Flour, Mustard, Ascorbic Acid (Vitamin C),
Artificial Flavor, Artifici Color (FD&C Yellow *5, FD&C Blue Si), Pickled Ginger (tinge
Water, Vinegar, Salt, Acetic acid, Citric Acid, Corn Syrup, Sorbit Aspartame, Potassium,
Sorbate, FD&C Red NO.40), Seawee Sesame Seed, Eel Sauce (Sugar, Naturally
Brewed Soy Salle Water, Wheat, Soybeans, Salt), Water, Mirin (Sweet Cooking Ri
Wine) Modified Corn Starch, Caramel Color, Salt), Crispy Onion Spicy Tuna' (Yellow
Fin Tuna , Spicy Sauce (Spicy Sauce (Soybe Oil, Water, Egg yolks, Distilled Vinegar,
High Fructose Corn Syr Whole Eggs, Salt, Mustard Bran, Spice, Lemon Juice.
Concentra Calcium Disodium EDTA Added To Protect Flavor, Chili, Vinegar, Garlic,
Sugar, Potassium Sorbate & Sodium Bisulfite as Preservatives, Xanthan Gum, Sesame
Seed Oil). • Tuna treated with Carbon Monoxide (a preservative) to promote color
retention. CONTAINS: WHEAL TUNA, FISH, PACIFIC WHITING, THREADFIN
3REAM, EGG, MAYO, SESAME, CORN, POLLOCK, SOY, CRAB, BREAM, FISH
EGOS, PHENYLALANINE
Garden $6.49
INGREDIENTS: Rice, Imitation Crab Pacific Whiting, Threadfin Bream Wheat
Starch, Mirin Wine, Potato t Sorbitol, Wheat Flour, Salt, Soybean I, el Artific Flavors
(Hydrolyzed Soy Protein, Crab Extract Soy lecith Sodium Tripolyphosphate, Tetra
sodium Pyrophosphate, Co Added, Carmine Color), Salmon, Smoked Salmon
(Salmon, Sr Sugar, Color Added and Natural Hardwood Smoke), Shrimp (Fa
Raised Shrimp, Salt), Cucumber, Avocado, Vinegar (Rice Vineni Water, Sugar,
Salt), Nlasago (Capelin Roe, Water, Sorbitol, S4 Sugar, Monosodium Glutamate,
Artificial Color: FD&C Color Pickled Ginger (Ginger, Water, Vinegar, Salt, Acetic
Acid, Cit Acid, Corn Syrup, Sorbitol, Aspartame, Potassium, Sorbate, FOI Red
0.40), Spicy Sauce (Spicy Sauce (Snyhean Oil, Water, E yolks, Distilled vinegar,
High Fructose Corn Syrup, Whole Egi Salt, Mustard Bran, Spice, Lemon Juice
Concentrate, Catch Disodium EDTA Added To Protect Flavor, Chili, Vinegar, Gar!
Sugar. Potassium Sorbets & Sodium Bisulfite As Preservative '<anthem Gum,
Sesame Seed Oil)), Seaweed, Sesame Seed. CONTAINS: SOY, WHEAT, EGG,
PACIFIC WHITING, THREADFI BREAM, SESAME, CRAB, POLLOCK, CORN,
SALMON, SHRIMP, PHENYLALANINE.
Spicy $6.49
Packaging

17. Idea to RealityCompare Concepts
Leaves a Lasting Impression
Natural
Detailed
Memorable
Modern + Refreshing
Precise
Clean
Sophisticated
Simple + Appealing
Wow

18. Final Result: Concept & Cost
From Distracting To Refreshing

19. Phase 2
Implement New Store Design with Existing Franchisee, and if possible New Prototype Corporate Store; Edits / Upgrades to Final Store Design
Pre-Implementation
Draft and deliver plan – strategy, timing, cost and process – to implement upgraded store design and branding elements on one location 2
Purchase/Order materials for upgrade 6
Deliverable: Design upgrade execution plan/directions & Receipts and Purchase Orders with delivery timetable – Review with Client 2
10
Pre-Implementation Sub Phase* See Summary of Work
Observe 3 Selected Locations and Pre-Research for Design
Contact Franchisees to set-up meeting time (20 min each, x 3) 1
Travel time to meet Orange franchisee, first of 3 locations 2
Travel time to meet Edgar
Meeting
1
1
Travel time to Alhambra 1
Travel time to Arcadia: Observe Store 1
Travel to San Diego 2
Deliverable: Photos of pre-design, learnings from space 1
11
Design Implementation
Implement upgraded store design and branding element on one predetermined location: TBD 1/8/15 18
Deliverable: Initial Store for Review & Feedback from Gary 4
Observe store upgrade for customer reaction and any edits post 12
Summary of further Insights and modifications, review with client 2
Final Store Design for Review by ACE Executives & Feedback 4
40
Total Hours Pre-Approved and Completed. 61