Shema Sushi
Client
Shema Sushi Japanese Restaurant
Services
Freelance
Website
Development
Branding
Overview
Shema Sushi is a small, family-owned Japanese restaurant that underwent an ownership change in 2018 and wanted a fresh start. They needed a full rebrand, updated menus, and a simple website that could support their business operations. As a local spot with long-time regulars, their priority was not only improving their visual identity but also modernizing how customers interacted with the restaurant.
Research
I spent time understanding how the restaurant operated day-to-day, who their customers were, and how people typically interacted with the business. Most customers already knew the menu well, so they mainly needed a quick way to confirm hours, check updates, or place takeout orders. This insight shaped the content strategy- minimal pages, direct messaging, and repeated emphasis on the online ordering CTA.
Design Process
For the rebrand, I wanted the new visual identity to reflect both sides of the restaurant: Japanese cuisine with Korean roots. I drew inspiration from the red and blue circle of the Korean flag, using the blue portion as a reference to ocean waves and the restaurant’s fresh sashimi offerings. This concept led to a new logomark that blended cultural influence with a clean, modern aesthetic.
On the website side, I focused on clarity and ease of use. The layout was intentionally minimal, with bold calls-to-action repeated throughout to direct customers toward mobile or online ordering. The design highlighted essential information while keeping the user journey simple for all age groups.
Execution & Implementation
The final brand system included a refreshed logo, an updated color palette inspired by Korean and Japanese elements, and a cleaner menu design that improved readability and hierarchy. The website was structured around one primary goal: “Order Online.” Repeated CTAs, simplified content, and mobile-friendly pages ensured customers could quickly take action. The design also made it easy for the owners to update business hours or announcements whenever needed.
Results & Impact
The new branding gave Shema Sushi a more modern and cohesive identity that aligns with their food quality and customer experience. The simplified website created a more efficient ordering flow, reducing the volume of phone calls during rush hours and helping the family manage operations more smoothly. Regular customers adapted quickly to the new digital experience, and the owners gained a clearer platform for future marketing and promotions.
Reflection
This project reminded me how impactful design can be for small businesses who rely on clarity, efficiency, and approachability. Balancing cultural elements in the branding was a meaningful challenge, and creating a website that solved real operational problems reinforced the value of intentional UX. It was rewarding to see design directly support a family-owned business and help them step into a new chapter with confidence.