Opportunity

This wasn’t about changing the recipe, it was about bringing the appetite back.

The food has always been great. Big, bold, and built for real appetite. Fully customizable, packed with flavor, and made fresh every day. The brand just didn’t feel as fresh. The kind of place you know, but don’t go back to as often as you should

We saw an opportunity for a fresher Fusian. To make the experience feel as craveable as the food itself. To bring the confidence and soul forward, so people know immediately what to expect – something truly different.

Before

After

Brand System

The new identity leans into appetite. Bold, expressive, and a little unexpected. At the center is a flying tiger, a symbol of hunger, individuality, and Cincinnati pride. That moment when your stomach is growling and you stop thinking and just know what you want.

Now the name tells a story. No longer just a category identifier, but a uniquely custom fusion of Japanese craft and American spirit, brought together in a mark that nods to the past and sets the tone for what’s next.

Everything works to make the food feel as good as it tastes. Designed to be craved. Made to not share. 

Activation

Fusian lives in the everyday. Quick lunches, late dinners, last-minute decisions when hunger takes over. The refreshed brand shows up with more presence and more personality. Bolder in-store, louder on the wall, and easier to recognize wherever it goes. You’ve got the sushi classics you expect, but it’s the unexpected, customizable collisions that set Fusian apart. PB&J for the kids. A buttery lobster roll drizzled with herb mayo. Chicken, cream cheese, veggies, all covered in sauce. Built your way, every day.