One of the market leaders of Japanese food decided to invest in its brand in order to strengthen its position on the market and create additional values for the new opening restaurants. We were working on the strategy of the brand’s platform, we updated the logo design, we developed the design of the box and the packaging design for delivery.
At the start of working with the brand strategy we set the basis for the leader’s position from the viewpoint of business, which became a vector of work on the brand strategy. Our leader position is the operational supremacy or cost leadership.
There are plenty of creative ideas implemented in the interiors of the restaurant, large-scale wall paintings, while the chefs were meticulously attentive to the aesthetic part of serving the dishes.
We contemplated about the idea that modern life takes away moments of admiring simple things, we have forgotten what it’s like to marvel at things which surround us every day. That’s how we came up with the idea of restoring people’s ability to marvel at the beauty of simple things through the aesthetics of the dishes, details of the interior and the packaging design. That’s how the idea for the brand was born – effortless enchantment.
The Japanese garden looks like a living painting since it was initially created as a work of art for admiring and marveling at. The brand team, akin to Japanese gardeners are contributing their talent, energy and skill so that every guest can easily get fascinated by the beauty of the details, surrounding them.
The idea and the metaphor of the brand identified the values, the character and the themes of communication with the audience. What we pointed out in our presentation for the client’s team was how following the principles of brand planform in various areas of responsibility enables the creation of a genuinely holistic image, and consequently strengthen the brand. In the positioning we attempted to expand the brand’s ambitions, which a real market leader is in a position to do.
Our main objective was to enhance the awareness of the brand, jazz up the logo, refine the logo sign, having removed all the unnecessary details. When designing the packaging we took as basis the eastern myth of the 4 Auspicious beasts guarding the four corners of the earth: the Tortoise-Serpent is guarding the north, the Blue Dragon protects the east, the Red Phoenix defends the south and the White Tiger safeguards the west. Based on this concept we came up with a series of illustrations for the future packaging.
