Oji is a new takeaway sushi experience in New Zealand – a country where sushi is the most popular lunch food. The brief was to create a fun and memorable brand that stood out in a sea of mundane and familiar sushi vendors. Oji translates as Uncle, and Seachange took this as inspiration to create an iconic sushi character. His eyes are drawn to represent the fillings in sushi, and resemble the Japanese flag from the top. Oji’s simplicity of form allows him to take the shape of a sushi roll, bend and dance, grow and morph, get cut up, and wink.