Can sushi rolls be … trendy? The answer is YES ! The international ad agency I&S BBDO developed for the Umino seaweed shop, ‘design nori’ which is a series of intricately laser-cut seaweed for rolling sushi.
Each sheet of five designs -’sakura’ (‘cherry blossoms’), ‘mizutama’ (‘water drops’), ‘asanoha’ (‘hemp’), ‘kikkou’ (‘turtle shell’), and ‘kumikkou’ (‘tortoise shell’)- is based on an element of Japanese history or symbology, meant to bring beauty, good fortune, growth, happiness, and longevity.
After the tsunami in Japan of 2011, Umino director Hiroyuki commissioned to re-spark the sale of nori because Japanese are eating less seaweed than in the past. These are the best looking rolls I have ever seen. Do you agree?