It Started With Sushi Wasabi Anonymous

InkBlade / Brand Experiment

What started as an innocent tube of wasabi in the refrigerator became a logo, a support organization, a public-service campaign, shirts, posters, and eventually its own website.

THE ORIGIN

It Started With Sushi

Wasabi Anonymous started, appropriately enough, with sushi. For years, wasabi was an occasional thing. Sushi night. A little on the plate, a little mixed into the soy sauce, enough to clear the head and make the next bite interesting. Then a tube came home. That changed things. Soon it wasn't limited to sushi. Wasabi started showing up with eggs. Chicken. Sandwiches. Whatever happened to be around. The tube became a regular fixture in the refrigerator. At some point, that became an idea: Wasabi Anonymous.

FROM THE NOTEBOOK

Know the Signs

Closing Thoughts

Things Escalated From There

Wasabi Anonymous is one of the projects growing out of InkBlade, where names, products, advertisements, packaging, films and other stray ideas are allowed to become much larger than originally intended. Some begin with an illustration. Some begin with a product. Some begin with nothing more than a name scribbled on a piece of paper. This one started with sushi. Then somebody bought a tube. Things escalated from there.