Sushico Primary Function: Naqshadda Baakadaynta by Alara Selin Murkozoglu is a highly esteemed winner of the very prestigious 2026 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.
NaxaasXirmooyin· 2026
Sushico Primary Function: Naqshadda Baakadaynta
Client: Sushico
Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xirmooyin Category
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- Verified Award Winner
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The Design
About Sushico Primary Function: Naqshadda Baakadaynta
Book Text: Iyada oo ah silsiladda maqaayadaha Bariga Fog ee ugu horreysa uguna baahsan Turkiga, naqshadda baakadaynta ee Sushico's waxay dib u fasirtaa nuxurka astaanta iyada oo loo marayo aragti cusub, iyada oo qaabaynaysa luqad muuqaal ah oo ka soo qaadatay falsafadda iyo astaamaha Bariga Fog. Bilicda Aasiya waxaa la casriyeeyay iyada oo loo marayo sawirro caadaysan oo ku saleysan kanji, mid kasta oo sheekadiisa gaarka ah ka sheekeynaya. Midabbo casri ah, oo uu hoggaaminayo casaanka Japan, iyo far si taxaddar leh loo doortay, oo waafaqsan ruuxa astaanta, ayaa dhammaystiraya nidaam yar laakiin awood badan.
The Recognition
About the Abaalmarinta Naxaasta ah ee A' Design Award
Sushico Primary Function: Naqshadda Baakadaynta waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Sushico Primary Function: Naqshadda Baakadaynta waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Sushico Primary Function: Naqshadda Baakadaynta si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- As the first and most widespread Far Eastern restaurant chain in Turkey, SushiCo’s packaging design reinterprets the brand’s essence through a new perspective, shaping a visual language inspired by the philosophy and symbols of the Far East. Asian aesthetics are modernized through custom kanji-based illustrations, each telling its own story. A contemporary palette led by Japanese red and carefully selected typography aligned with the brand’s spirit complete a minimal yet powerful system.
- Dimensions & Packaging
- Takeaway Packaging; Big Size: 27x22 x13 cm
Small Size: 26x13x13 cm
Sticker: 5x6 cm
Tote Bag: 35x35 cm
Paper Bag: 39 x 38 x 25 cm
Menu: 16 x 33 cm - Tags
- Packaging, Brand Identity, Typography, Illustration, Restaurant, Packaging Design
- Production Technology
- The design was developed using Adobe Illustrator, Adobe InDesign, and Adobe Photoshop. The visual system was created with print production requirements in mind, ensuring accurate color management, typographic consistency, and clear visual hierarchy. The final design was physically produced through professional offset printing processes.
- Design Challenge
- The main challenge was developing a unified illustration system. All six icons needed to share a coherent visual language while converging on a clear, common meaning. Additionally, references drawn from Far Eastern culture had to be reinterpreted through a contemporary design lens. This required a careful balance between cultural authenticity, visual clarity, and modern usability.
- Research
- The research began by examining how visual metaphors rooted in East Asian culture relate to one another. The objective was to translate these symbolic forms into a contemporary design strategy. Historical references and visual examples were analyzed to define shared formal principles. These principles were applied through proportion, rhythm, and balance. The result showed that illustrations which connect conceptually and visually create a stronger and more cohesive narrative.
- Inspiration
- The project was inspired by historical Asian packaging practices, particularly the use of large paper and textile surfaces marked with kanji as cultural signifiers. These references were translated into a contemporary visual system by drawing from traditional, hand-applied kanji and their symbolic role in early packaging. The illustration style is informed by the stylized nature of Japanese characters, reinterpreted to create a modern, cohesive, and culturally rooted packaging language.
- Project Duration
- 2025 Turkey, İstanbul
- Patents
- Copyrights belong to Sushico 2025
- Image Credits
- Image #1: Photographer Tezcan Kıldıran, Sushico takeaway boxes, 2025.
Image #2: Creator Alara Selin Murkozoglu (art director), Sushico menu covers, 2025.
Image #3: Creator Alara Selin Murkozoglu (art director), Sushico menu covers, 2025.
Image #4: Creator Alara Selin Murkozoglu (art director), Sushico menu covers, 2025.
Image #5: Creator Alara Selin Murkozoglu (art director), Sushico menu covers, 2025.
Video Credits: Vedat Özgümüs, Sushico Video, 2025.
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