A BRAND EVOLUTION REVOLUTION

TRAPPER’S SUSHI CO. WAS PREPARING TO FRANCHISE. The operator had found success opening stores in small markets but wasn’t being taken seriously by top-tear retail, a factor that would seriously limit the viability of any franchise push. It was definitely time for a sushi evolution / revolution!

BUILDING THE VIBE
BSR collaborated with the client team to evolve the brand, identity and store design for Trapper’s Sushi Co.’ new flagship store. Fresh ocean vibes and Pacific Northwest overtones provided the ideal palette for this re-envisioning. The refined character design, custom typography and well branded purpose-driven packaging were all designed to work in concert and deliver a vibrant new customer experience. And the top tier retailers took notice. As a result of the new design Trapper’s was invited to open their new flagship store in one of the Pacific Northwest’ most prestigeous retail lifestyle centers.
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WE’VE GOT A NEW BRAND-I-TUDE
Along with Trapper’s new brand and restaurant design we knew we needed to bring a new brand attitude to Trapper’s. Customers told us repeatedly while they might want to try sushi they didn’t know how to order it and they didn’t want to be made to feel stupid. Sushi can be scary so who needs a dose of Sushi-Shaming from a pompous sushi chef on top of that? No sushi-shaming here! BSR purpose-designed a new straightforward menu and the servers were trained to make the guest sushi-savvy in minutes. Success is all about customer experience!

THE NEW RESTAURANT DESIGN
The new restaurant design, look and feel embody the same welcoming vibe. The restaurant environment is approachable to everyone. It engages without feeling foreign and you are instantly welcomed with rich-feeling materials, comfortable furnishings, custom lighting elements and fun, energetic wallscapes. Most importantly, Trapper’s was also designed to be repeatable. All aspects of the store are well-planned and scalable to easily accommodate any configuration of new-built or vanilla-shell space. Franchise ready!