“Japanese ad agency I&SBBDO was approached by a client who wanted to boost their flagging business after the 2011 tsunami in Japan– the product, however, was nori (sheets of Japanese seaweed used in sushi). In an effort to reinvent this simple square of seaweed without losing sight of the age-old traditions embedded in their culture, I&SBBDO decided to laser cut classic Japanese patterns into the paper-thin nori sheets.
Each pattern is meant to symbolize good fortune, happiness, and longevity, etc. and the result is a delicate, unexpected reinvention of the classic Japanese food with a modern twist. The patterns are crisp, and when incorporated into the rolls, they create a sharp contrast between the dark seaweed and the white grains of rice within.”