The personality of Boxpark Sushi is that of a friendly teacher who is wise but not aloof or condescending. Good sushi requires a skilled chef, and that professional expertise is reflected in the brand personality. Educating customers and the public about the joys of sushi is a large part of Boxpark Sushi’s mission. The brand’s educated, friendly voice speaks directly to the young professionals and college students of East Side Milwaukee. Statistics from East Side Milwaukee Demographics (n.d.) show that 67% of East Side residents are college educated and 92.27% are white collar employees compared to 7.73% blue collar employees.
Boxpark Sushi’s wise and caring personality also addresses the human need for succorance, the need to receive help from others as described by Settle & Alreck’s “Shopping List of Needs” (Felton, 2013). According to a survey by Pei Wei (Shelby, 2015), 30 percent of first-time sushi eaters had someone help them order. Usually, this is a friend or family member who is already a sushi aficionado. At Boxpark Sushi, this role is filled by an in-store “sushi sensei” who explains the various processes and ingredients to make sushi less intimidating. Boxpark Sushi uses the wise sensei personality across the entire brand. The tagline “Master sushi with the Sushi Sensei” empowers customers while also offering support.
There are other sushi restaurants in East Side Milwaukee, but the Boxpark Sushi bar is a place for Boxpark shoppers to hang out with their friends enjoying good food and drinks. Sushi bars let customers order directly from the chef rather than wait staff. The sushi is prepared in front of customers, providing a personalized interactive experience (Grabianowski, 2005). This is very similar to the way street food is enjoyed across the world. The sushi bar model also fits in well with other small and personable eateries in Boxpark shopping centers. Boxpark Sushi speaks like a friendly neighborhood bartender who happens to know everything about sushi.
Brand Voice Chart
| Characteristic | Description | Do | Don’t |
| Smart | We know sushi, and we love sharing our knowledge. | Be knowledgeable. Be humble. | Be arrogant or condescending. Use overly technical words and phrases. |
| Friendly | Our customers are our friends and neighbors. | Use casual language. Be positive. | Be overly personal. |
| Helpful | We help make sushi easy and accessible. | Be open and inquisitive. Be honest. | Be annoying by pushing help on those who don’t need or want it. |
| Fun | Our definition of fun is sharing good food and laughter with friends. | Be playful. Emphasize the social aspect of Boxpark Sushi. | Exclude or mock anyone. Use derogatory language. |
Tagline
Master sushi with the Sushi Sensei.
Mission Statement
- To create fresh, healthy foods with the highest quality ingredients.
- To educate our customers and the public about the joys of sushi.
- To provide exceptional, personal service that elevates the dining experience.
- To serve our friends and neighbors in East Side Milwaukee.
Introductory Paragraph (tone sample)
At Boxpark Sushi, we believe anyone can master the art of eating sushi. Whether you’re a sushi black belt or a total newbie, our Sushi Sensi helps create a unique experience that’s customized to your tastes. Sushi has never been easier or more fun!
Voice and Tone
The Boxpark Sushi voice is educated but friendly, and the tone is playful.
References:
East Side Milwaukee Demographics. (n.d.) Retrieved from https://www.point2homes.com/US/Neighborhood/WI/Milwaukee/East-Side-Milwaukee-Demographics.html
Felton, G. (2013). Advertising: Concept and Copy (Third). New York: W.W. Norton.
Grabianowski, E. (2005). At the Sushi Bar. How Sushi Works. Retrieved from https://science.howstuffworks.com/innovation/edible-innovations/sushi2.htm
Shelby Food Service. (2015, March 24). Pei Wei Releases Sushi Survey Results, Adds New Rolls. Retrieved from https://www.keltonglobal.com/recognition/pei-wei-releases-sushi-survey-results-adds-new-rolls/
Joshua Siegel's Mastery Journal 