Retail branding for sushi bars
Mnogo Lososya (Lots of salmon) is a large dark-kitchen sushi and rolls delivery network founded by Alexander Mutovin and Yakov Mendeleev. In 2022, the company completed almost 1.5 million orders and showed revenue of more than 4 billion rubles.
Today Mnogo Lososya is developing in three directions:
- dark-kitchen (60 outlets in Moscow, St. Petersburg and Rostov-on-Don);
- sushi points in Perekrestok stores (258 points in stores throughout the country);
- combined offline points (2 points in Moscow).
The task for LINII was to update the design of the retail concept for the combined outlet format Mnogo Lososya and rethink the existing identity in relation to offline spaces, as well as to develop CX.
The team proposed the retail concept "From boat to throat". The most important thing in the category is the freshness and quality of the key product - the seafood. The design solution translates the speed, manufacturability and streamlined processes from the catch to the finished dish getting into the hands of the client. Through decorative elements and finishing materials, designers refer to the stages of production, through infographics and communications they talk about the logistics process and the benefits of the product, and also use this style in navigation.
Functional, clean, modern space conveys safety and expertise. At the same time, due to the introduction of the corporate orange color, graphics and the correct style of communications, friendliness is maintained. Based on the retail concept, the brand identity and packaging were redesigned.
“Through the proposed infographics developed by LINII, we continue to convey the company's values, expertise and safety of products and dishes,” comments Anna Rybina, architect at Mnogo Lososya.
Mnogo Lososya plans to continue developing dark cuisines with the expansion of the delivery zone in Moscow and the launch of new sushi points in Perekrestok stores. The company will simultaneously test a new combined format and will open several such offline outlets in the capital in the near future.
