Sushi Maru Redefining the Sushi Experience in Indonesia

Overview

Sushi Maru is a sushi restaurant brand with multiple locations across Jakarta, Indonesia. Ahead of the planned opening of its third outlet in November 2025, the team approached YL to refresh the brand so that its essence could be communicated clearly and consistently. YL developed the brand strategy, new logo creation, and design of uniforms, table mats, chopstick sleeves, as well as a full brand guideline book.

Challenge

Jakarta is a highly competitive market for sushi. Sushi dining is already established as a casual, family-friendly experience, and the city is home to a large number of sushi restaurants. The main question was how Sushi Maru could stand out as a distinct and preferred choice rather than being perceived as just another sushi restaurant. This became the starting point for the project.

Insight

A key insight for the project was how differently sushi is perceived in Indonesia compared to Japan.
In Indonesia, sushi is generally seen as casual and approachable. Fusion-style rolls, such as salmon topped with mentaiko cream sauce, are the norm, while sashimi is regarded as a premium offering. The hot, humid climate and logistical challenges make it difficult to maintain truly fresh seafood, which gives high-quality fish an elevated sense of value. In contrast, Japanese sushi culture spans a wide spectrum, from conveyor-belt chains and standing counters to izakaya sushi and high-end omakase. It is a multi-layered cuisine where the quality, price, and experience vary widely.

Our branding survey made clear that Sushi Maru’s position should not be in casual sushi, but in offering a “premium casual” sushi experience, akin to what in Japan would be considered “elevated everyday sushi.” Sushi Maru already embodies this through twice-weekly imports from Toyosu Market, rigorous quality control by seafood operation company Naili Ocean, and chefs trained in Japan preparing each piece with meticulous care.

Sushi Maru’s value lies in its rare ability to deliver the fresh taste of high-quality fish to Indonesia. This insight became the foundation for shaping the brand story and visual identity.

About the Logo

The logo draws inspiration from the Japanese cultural significance of “maru”. Traditionally, Japanese ships are named with maru to symbolize safety, prosperity, and successful voyages.

Sushi Maru’s philosophy aligns with this spirit of careful handling and delivery. From importing fresh fish from Japan to serving each guest, every step is carried out with meticulous attention.

The design was born from this philosophy, combining the silhouette of a ship with the concept of Japan as the land of the rising sun. The sun rising from the horizon, as seen from a ship’s deck, is distilled into a geometric emblem. The mark also evokes the thick-cut salmon of Sushi Maru’s signature Takara Roll, giving it a sense of weight and presence. A subtle gradient highlights the ship’s forward-facing shape, while a monochrome version ensures consistent application across uniforms, packaging, and digital platforms.

Result

With the third location’s opening in November, the rebrand quickly gained attention. The refreshed logo and cohesive brand story positioned Sushi Maru between casual and premium, emphasizing the skillful handling of fresh fish and the chefs’ expertise. The project clarified the brand’s strengths and established Sushi Maru as a benchmark for elevated sushi experiences in Indonesia.