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Featured image for Sushi Meets Street Style With Awp’s Pink Boxes for Dept. Sushi

Sushi Meets Street Style With Awp’s Pink Boxes for Dept. Sushi

by Chloe Gordon on 01/10/2024 | 3 Minute Read

Before the virality of Barbie's advertising budget took over the internet (and the world), the color pink was still ubiquitous in marketing and branding tactics. Sometimes, with great intention (think of T-Mobile's branding); other times, the color was selected to save money, like the pink donut box (aka the "994" box")made famous by Ted Ngoy (aka the "Donut King").

Regardless of how or why a brand utilizes it, pink is consistently upbeat, positive, cheery, and undeniably scrumptious. Dept. Sushi, a ghost kitchen launched by WITH Hospitality Group, the team behind one of Montreal's most esteemed sushi restaurants, RYU, serves its sushi in a vibrant, pink box. 

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The branding created by AWP reclaims pink's feminine side and flips it to portray the street style aesthetic with 90s candy and pre-roll vibes. The packaging is pink, but it's anything but naive. It's raw, edgy, and lo-fi, giving the sushi space a new look and feel. The edgy, black typography paired with the pink boxes creates an immersive juxtaposition that begs consumers to learn more. 

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Yes, we've seen boxed take-out sushi with brands like Sugarfish, but we have yet to see a sushi brand use its packaging design as a confident statement. In a world where social media is a driving force for brand visuals, the use of splashy, lo-fi packaging further incentivizes consumers to snap a picture and share their meal with their followers—it's like Crumbl, but for sushi. When the brand's packaging makes a quick impact, particularly through a shade as upbeat and eccentric as pink, there will inherently be visibility for the brand. 

AWP's clever packaging not only taps into visuals that will inspire Gen Z and younger millennials to purchase from the brand but also leans into the cultural phenomenon of inspiring consumers to share what they eat through social media. And when the packaging looks this good, who wouldn't want to share it? 

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