Salmon Warrior Restaurant Mascot Design
Come Back Fresher: A Full-Scale Brand Evolution
As part of Salmon Warrior’s repositioning, the brand underwent a bold transformation — moving beyond just donburi bowls into a fresh, crave-worthy identity filled with story, soul, and standout personality.
Mascot Design | Illustration | Menu Design
Come Back Fresher
The strategy was clear and fearless:
Stand out from every other Japanese donburi brand in the mall.
Connect emotionally with a younger, digital-first audience.
Turn meals into memorable, shareable moments.
From menu revamps to character-driven storytelling, every move was designed to create a cohesive brand experience that felt new, fun, and impossible to ignore.
The Salmon Warrior Clan
Born in the deep, glacier-fed fjords of Norway, Sake-chan was no ordinary salmon. He was swift, smart, and had a warrior’s spirit — destined for something greater than the cold waters he called home.
One fateful night under the Aurora Borealis, he felt a tug — not from a fishing line, but from destiny itself. Guided by the lights and his unwavering sense of purpose, he leapt from the fjord and soared across the seas, landing in the heart of a bustling kitchen in Singapore.
There, surrounded by the warmth of rice bowls and the
scent of sizzling salmon, he transformed into a Maneki Neko warrior — part cat, part salmon, all charm. With one paw raised to beckon luck, and the other always ready to serve the freshest don, he took on a new name and role: Sake-chan, the Salmon Warrior.
Now, he stands proudly as the face of the Salmon Warrior brand — spreading joy, freshness, and fortune with every bowl served.
Deep within the molten cheese caves of Mount Fondue, a creature was born from a bubbling explosion of dairy dreams and wild cravings. Forged from five types of cheese, aged for flavour and drama, he emerged with an ooze, a roar, and a mission: “The world needs MORE CHEESE.”
But CheeseZilla wasn’t your average gooey monster. With every stomp, he melts hearts and grills expectations. Legend says he once climbed to the top of Mount Nacho to declare war… on boring food.
He journeyed across continents in search of the ultimate combo of melty, gooey, stretchy goodness. His greatest rival? Sake-chan, the Salmon Warrior, whose clean cuts and light freshness often clash with CheeseZilla’s full-bodied intensity. Still, there's mutual respect — even warriors need cheat days.
