Here’s fresh sushi with an irresistibly fresh twist: build an enterprise designed to create jobs for under-employed immigrants and to feed one orphan for each tray of sushi sold. This brand honors Anu's experience as she fled from Myanmar to Japan, and ultimately landing in the United States. Japanese cues of calligraphy and Kokeshi dolls were updated with an American style via a clean visual approach and punchy copy. The mark brings together the idea of shelter through an abstracted “A” form. The simple positioning statement “Sushi and purpose. Rolled into one” combined with compelling branded materials helped provide a successful launch that prompted quick adoption into several commercial foodservice channels.