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How OMSE translated a Michelin sushi counter into a delivery brand
The transformation of Sushi Nakazawa's Michelin-starred experience into Hi.Dozo, a premium delivery brand, highlights the importance of adapting high-end culinary experiences for the home market. This strategic rebranding emphasizes a thoughtful visual identity and packaging that reflect the quality and authenticity of the original dining experience, suggesting that brands can successfully extend their reach by reimagining their offerings.
Mindsparkle: Behind the scenes OMSE DATE July 13, 2026 EDITOR Mindsparkle Mag How OMSE translated a Michelin sushi counter into a delivery brand Hi.Dozo is a premium, delivery-only omakase concept built around Michelin-starred chef Daisuke Nakazawa — an apprentice of Jiro Ono from the documentary “Jiro Dreams of Sushi.” Launched in Los Angeles in 2024 in partnership with DoorDash, it extends the acclaimed Sushi Nakazawa restaurants into an entirely new format, reimagining the chef’s counter experience for the home.
No reservation required.OMSE partnered with DoorDash and the Sushi Nakazawa team over two years to build Hi.Dozo from the ground up — from naming to visual identity, packaging and art direction. At the heart of the identity is a symbol inspired by the shape of the chef’s counter at Sushi Nakazawa in New York. Abstracted into the logo, this form carries the chef’s table from restaurant to home — a motif that extends across layouts and packaging. A muted, warm palette and the chef’s own signature add a personal mark of authenticity to a brand that feels considered, premium and quietly confident.
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The article discusses a significant rebranding effort that adapts a Michelin-star experience for delivery, which is highly relevant and impactful for brand strategy professionals, though the concept of translating high-end dining for home consumption is becoming more common.