Summary: Miyabi asked DK to design a new brand that would be “FUN!, and a little surprising.” Miyabi’s located right next to a Toys ‘R’ Us in a south Seattle shopping area, so a lot of families stop by. We also created a bilingual series of ads to run in hotel and Japanese-language telephone directories.
Creating a Japanese restaurant’s brand identity
A Japanese restaurant in the Seattle area asked us to design a new brand identity when they realized they wanted a change. They’d been in business for a while, but wanted a new image. Still, Miyabi wasn’t 100% sure what story it wanted to tell through the rebrand and design for the new look.
Talking to the owners in our signature FOCUS process helped DK draw out exactly what makes Miyabi appealing: “it’s FUN!, and a little surprising.” Not words you might think of for a typical Japanese cuisine dining experience. But Miyabi’s located right next to a Toys ‘R’ Us in a popular shopping area south of Seattle, and a lot of families stop by. They’re the core of the restaurant’s business. Customers say they really like the owners’ sense of playfulness and style.
So we thought a design that would “fit” both the audience and Miyabi’s authentic self would make the most sense. Enter the fish. And bubbles. Voila!
Here’s a restaurant menu sample page:
We also created a series of ads to run in local hotel directories, and Japanese-language telephone directories, too. We made a Christmas postcard with this design, too, which was a lot of fun!
