In 2004 Krassa was commissioned by the entrepreneur Julian Metcalfe to design the interior and branding of sushi restaurant chain Itsu.
The chain was founded by Julian Metcalfe, co-founder of sandwich chain Pret a Manger and founder of Metcalfe's Food Company, in partnership with Clive Schlee.
The brand was established in 2008 by Metcalfe's Food Company, headed by Julian Metcalfe who has also co-founded itsu and Pret a Manger.