Jinen Saboh
2006 ReBrand 100 Winners > meritIndustry: Restaurants and Food - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge - The main customers of the original “ECHIGO KANOU-YA” (restaurant serving Echigo region cuisine - known for some of the best rice and sake in Japan) were male customers. The restaurant's carefully chosen organic ingredients and their innovative recipes were often unnoticed by its customers. “JINEN SABOH Restaurant”, based on the owner Fumio Yanaagise’s concept of “supporting the customers’ body and soul," focuses on cuisine that “sustains the body." The dishes are composed of the typical Japanese ingredients and recipes with a mixture of tips and ideas from other foreign cuisine. This mélange of cuisine fits the modern Japanese lifestyle and continues to charm the local palate. Strategy - Hamiru - aqui focused on the sound “(pronounced The concept of the "NATURAL restaurant" is challenging in its offering of menu variations and interior decor suited to match the different lifestyles and environments of the customers in each area. The restaurant implemented three branding concepts in their recent expansion of chain stores around the metropolis. The three are: 1. for the hective business professional -- drop-in stops in front of train stations; 2. for people enjoying their days off -- a relaxed suburban restaurant; and 3. for events and celebrations -- exclusive restaurants for special days. The significance of the figure 5 is also expressed in the originally designed plates. In a Japanese meal, the plates are normally changed 4 times on average. But with the new design, changing of the plates is unnecessary. In addition, the design helped form eye-catching displays inside the restaurants. The exquisite plates are beautiful when stacked, like ornaments. A stack of thirty plates holds well for earthquake safety. Also, original sake was also produced for Jinen Saboh, through a very popular and renowned sake brewery. Result - Serving organic food is important. Passing on the Japanese culture and the importance of the environment is also important. It is time to think of the environment that offers these prime ingredients in the beautifully served food. The restaurant aims to convey this important concept to the customers through the design. The ultimate goals of delivering a customer experience of happiness and the richness of superb food have been achieved. Credits: Client: Kanou-ya Food Systems - www.kanou-ya.com Creative Firm: Tansei sha co., Ltd. - www.tanseisha.co.jp Brand Development and Interior Architecture: Taisuke KAMIGAICHI - www.ma-ka-ta.com Creative Director and Brand Strategist: Taisuke KAMIGAICHI Design Director and Brand Consultant : Hamiru • aqui - www.welcome-ina.jp Logo and Corporate Identity Design : Hamiru • aqui - www.tokyonewer.com Dish Design and Molding : Hamiru • aqui [back] |
