sugarFISH

Embodying the philosophy of celebrated sushi chef Kazunori Nozawa, sugarFISH offers a dramatically simplified prix-fixe menu. The freshest catch. Great sushi. Everyday prices. New experience.

sugarFISH™ by Sushi Nozawa offers traditional sushi of the highest quality in a fun, casual setting in Marina Del Rey, California. Opened in 2006, the restaurant is a collaboration between Kazunori Nozawa, renowned chef, and Jerry Greenberg, technology and new media entrepreneur, both of whom are passionate about making authentic food available to everyone.

Goals

Change the way Americans think about sushi.

Extend the brand equity of a master chef and his philosophy.

Build on quality that is exceptional and uncompromising.

Embody a simple, real, and eye-opening experience.

Combine old school values with new school vision.

With sushi, it’s all about the details. Kazunori Nozawa

Process and strategy: The business partners aspired to change the way Americans think about sushi, combining age-old Japanese craftsmanship with a whole new dining experience. In the Japanese tradition, sushi is a celebration of the purity of ingredients and the skill of chefs in selecting, cutting, and presenting them. Celebrated sushi chef Kazunori Nozawa cleaves to the Japanese tradition of omakase, or “trust in the chef.”

Brand strategy sessions were a collaboration between Jerry Greenberg and Clement Mok, designer and digital pioneer. The brand promise, “Surprisingly good food at a fair price that’s quick and easy,” was at the center of the new business that would build on chef Nozawa’s legendary status, and two decades of top Zagar ratings for his restaurant in Studio City. The name sugarFISH was created since Nozawa is known for his “melt in the mouth” sushi. The menu, while always changing to reflect what’s fresh, would be dramatically simplified. Diners choose from three core selections, called Trust Me’s. It’s a prix-fixe menu with tax and gratuities included. No surprises on the cost. Anticipation on the top three selection. Creative solution: Clement Mok managed all points of customer interaction and experience including interiors, web, print, packaging, web, and signage to insure that the spirit of sugarFISH was communicated at each touchpoint. He designed a kaleidoscopic big eye tuna brandmark that sparkles with delight and a look and feel language of abstract sea bubbles. He engaged Zaudhaus to develop and build the site. Unlike other sushi restaurants, the design is modern and casual—the chic bar is not a traditional sushi bar since the chefs are in the back. Updated menus are shown on vertical monitors, a counterbalance to the sea bubble wall and the organic shape of the bar. Curbside take out service has been branded sugarFLIGHT. Each Trust Me selection is served in a specially designed white recyclable bento box with dressing and garnish instructions for customers to create their own mini sugarFISH experience. Results: Since opening, sugarFISH has received rave reviews, significant press coverage, and a loyal following. Chef Nozawa’s son, Tom, and Jerry Greenberg are already looking to expand the restaurant to other cities. The new restaurant continues to build on Nozawa’s mythical status and the uncompromising quality of his sushi. The prix-fixe menu as well as the dramatically simplified selection has been a great success with value-conscious sushi-loving consumers. Leveraging long-term relationships with the best Japanese importers and fish purveyors and eliminating the middleman to maximize quality and contain costs has made this business model work. Trust me! Delight me. Yes.

Every day Chef Nozawa assembles menus that he calls, quite simply, Trust Me.