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CHALLENGE: Improving a Beloved Dining Destination
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: Enhancing Recognition and Equity
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.
SOLUTION: Signature Kushiyaki for Singapore
Shin Kushiya remains to be a favoured dining experience in Singapore, renowned for being one of the first Japanese restaurant to introduce the Kushiyaki dining concept in the country.