MAKING ITS PRESENCE FELT

Shin Kushiya

A chain of Japanese charcoal grill restaurants offering kushiyaki grilled over Bincho charcoal for an authentic yet contemporary dining experience. The brand had been in existence for several years and the owners wanted to understand what kind of equity it had, and how the brand could be enhanced.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • ACTIVATION
  • INDUSTRY
  • LIFESTYLE
  • CONSUMER

CHALLENGE

Although the outlets themselves were well patronised, our research revealed that the name and brand were relatively unknown - even among patrons! Most patrons identified the outlets by its the location rather than by name. The research was designed to help the client better understand the Singapore F&B market and drivers of choice for middle income families in selecting a dining destination.

SOLUTION

Building greater recognition and equity for the brand became one of our primary goals, and this was achieved through a brand identity that was much more legible, and which featured the bincho charcoal as a motif. A tagline proclaiming SIGNATURE KUSHIYAKI SKEWERS was added to the brand identity to highlight its point of difference.

WEBSITE

Shin Kushiya