Japan-based ad agency I&S BBDO puts a new spin on a centuries old Japanese delicacy. In an effort to reignite the seaweed-eating community for their client, the series of laser-cut seaweed known as Design NORI offers a stylized meal to entice consumers. By taking traditional seaweed and cutting intricate patterns into them, each sushi roll created with the edible square is turned into a work of art.
The idea for this inventive food design stemmed from the decline in business for Hiroyuki Umino, who owns a seaweed wholesale and retail store in Ibaraki Prefecture called Umino Seaweed Shop, since the destructive tsunami hit Japan in 2011. Each design scheme is cut into the nori (the Japanese word for the seaweed paper most commonly used for sushi), which needs to be thick because Umino says that thin seaweed is too weak to handle the meticulous incisions. Each design is a separate symbolic representation of positivity—good fortune, happiness, longevity, etc.
Although Design NORI is not yet available for mass distribution or online sale, it is currently on display as part of the KATAGAMI Style – Paper Stencils and Japonisme exhibition atMitsubishi Ichigokan Museum in Tokyo until May 27, 2012.
Mooki commissioned Greg aka Tokyo Go-Go to create a new Menu for the Restaurant, the overall look needed to be clean, colorful, and fun. An array of characters were scattered throughout the menu, each relating in some way to a meal, side or option our the surroundings available at Mooki. The new venue with all its yummy treats can be seen here.
Greg Darroll is an Illustrator & Graphic Designer based in Durban, South Africa. He generally works with vector graphics, and clean, colourful, crazy illustrations that get people thinking, laughing or just immersed in detail. He is continually fascinated by anything and everything creative however characters, designer toys, 2D animation and T-shirt illustrations are just a few things that inspire him to create even more! The name “Tokyo-Go-Go” is a bit of a cryptic one. Firstly it resembles his love for all things Japanese, as well as his initial urge to pursue a career as a designer. The first “Go” represents how far he has come since he began his adventure. Drawing, thinking, creating, everyday. Developing immensely in the process. The second “Go” is all about what’s in store for him in the future. Which the Mooki Team see’s as very bright!