Through brand audit, we learned that Japanese shabu-shabu is seen as a gourmet meal. We wanted to redefine the concept of shabu-shabu from luxurious treats to food for all occasions. It’s also a way of honoring our client’s vision, which is to introduce culinary trends around the world in an affordable and accessible manner. But, how to alter the strong perception of such lavish culinary experience?
The brand has to stand out as an affordable choice in a crowd that claimed for quality and luxury. The first step was to choose a name that’s approachable and fun, so we decided on Kitamura. The name sounds Japanese, but it’s actually a wordplay from two Indonesian words: “Kita” and “Murah”, which literally translates to “we are cheap”.
We extended Kitamura’s playfulness across its visual identity. Creating a personality on top of visualizing Kitamura brand as a man who loves eating shabu-shabu. To push the identity further, several personalized Japanese kanji characters were then combined into the logotype, which serves as a connection for the dishes’ origin.
With Kitamura’s breakthroughs, now people can enjoy Japanese shabu-shabu experience even on common occasions. And that’s what Kitamura is all about: bringing a new trend in savoring affordable shabu-shabu.