After 16 years of serving customizable sushi, FUSIAN has introduced a comprehensive brand refresh to match its evolving presence. While the “Sushi For You” mantra remains at the core of the experience, the update introduces a more defined and recognizable visual language. This shift reinforces the brand’s dedication to high-quality ingredients and a personalized ordering format, ensuring the experience is unmistakable from the moment a guest interacts with the menu.
A New Chapter for the FUSIAN Brand Experience
The menu continues to feature the large-format rolls and Asian bowls that fans have loved for over a decade, prepared with ingredients made fresh daily. The refresh includes updated names and a refined look that highlights the craft behind every meal.
“The goal was always to make FUSIAN feel like yours – something personal and unique,” said Stephan Harman, co-founder and CEO of FUSIAN. “After 16 years of building it, this rebrand is making that messaging unmistakable.”
Introducing the Flying Tiger and Local Partnerships
The most prominent element of the redesign is the “Flying Tiger” symbol. This unique icon merges an eagle and a tiger, serving as a nod to the brand’s Cincinnati roots. The symbol incorporates clever details like a sushi roll tail and chopsticks, which now appear across:
-
Modernized packaging and merchandise.
-
Updated digital and physical menu boards.
-
Refreshed in-store environments.
The project was led by Cincinnati-based studio Dewhaus. Founders Nick and Peta Dew have been FUSIAN regulars for nearly 15 years, allowing them to bring a fan-first perspective to the creative process. They aimed to bring more of the brand’s “appetizing soul” to the surface while celebrating the bold, free-spirited nature of the Midwest.
Marketing Director Tyson Yirak noted that this next chapter is about more than just aesthetics; it is about sharpening how the brand shows up for guests every day. While the mission and values of FUSIAN remain unchanged, this reinvestment ensures the brand is built for how people order and eat today.
To find the nearest FUSIAN or learn more, please visit FUSIAN.com.