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The first DIY sushi restaurant in Singapore is paralleled with this make-your-own-video site

Dynamic can be an overused word in web design, but it fits perfectly with Kinetic’s approach. The idea of this website is based on a food concept, where users can choose from different Maki-san emoticons, animations and music to create a custom animation.

Kinetic outlines its approach: “We wanted a website that doesn’t just provide the five Ws and one H. We changed the game by creating a food and beverage website that doesn’t use real food shots to promote the food. Instead, we engaged the user on the same premise of customisation. So while the store allows you to customise maki with different ingredients, 
the website allows the user to customise the animation video with different elements/ingredients.”

Relating the restaurant concept to a similar customisation approach online makes a strong connection between the restaurant’s online and offline presence. In addition, the handcrafted feel of the website, the concept of wabi-sabi (a Japanese aesthetic centred on transience and imperfection) is applied to the identity, web interface and illustrations.

Few campaigns truly capture the essence of a business’ branding. Kinetic is an agency that has technical ability in abundance, a strong client understanding and a sense of fun – all of which are reflected in this site.