Sushi That Speaks for Itself
How one of London’s finest sushi restaurants helped keep fish on the menu.
How the Marine Stewardship Council Turned Dinner Into a Digital Wake-Up Call.
THE CHALLENGE
“How Do You Choose Sustainable Seafood… When There’s No Label?”
Overfishing continues to threaten the world’s oceans, yet many diners don’t think twice about where their seafood comes from. The Marine Stewardship Council (MSC) helps consumers make sustainable choices through its ecolabel, but in restaurants—where there’s no packaging to read—how do you get people to care about responsible sourcing?
To spark a conversation about sustainability, we needed a way for sushi to tell its own story.
Introducing QR-Sushi: Where Tradition Meets Technology
THE SOLUTION
To make sustainability impossible to ignore, we teamed up with Moshi Moshi, a beloved London sushi spot, and challenged their chefs to create something groundbreaking:
Printing with Squid Ink – Using edible QR codes on rice paper, chefs crafted the world’s first QR-Sushi, seamlessly blending centuries-old sushi artistry with modern technology.
Scan to Discover – Diners could scan their sushi with their phones to trace the fish’s journey from boat to plate, learning about sustainable fishing in real time.
A Delicious Call to Action – The experience turned a simple sushi roll into a powerful educational moment, making diners think twice about their seafood choices.
Let us show you.
QR Code Sushi Case Study Video
THE RESULTS
The Results
Sustainability That Sticks
Diners scanned, learned, and shared, sparking real-time conversations about responsible seafood.
Media attention amplified the impact, putting sustainable sushi in the spotlight.
A model for the future, showing how restaurants can bring sustainability to life in a way that’s interactive, engaging, and fun.