Opening the new Japanese restaurant and delivery service in a highly competitive Ukrainian market

To develop a corporate identity that is sharply different from competitors who use red dragons, hieroglyphs and other hackneyed patterns. Show premium and different vibe compared to standard Asian deliveries and restaurants.

Budget - 4350$

Local Ukrainian market

Ukrainians really like all Asian cuisine. Therefore, only in Kharkov there are more than 50 different places where you can order sushi or a wok.

The main target audience is wealthy people (20-55 years old), mostly girls and women who prefer Japanese cuisine, want premium service, fast delivery and generous meals.

– The first standard buyer portrait is two female friends (25-40 years old), middle or senior office workers who meet after work on a Friday to discuss the past week, each ordering one dish and 2-3 glasses of proseco.

– The second standard buyer portrait is Svetlana (20-35 years old), a housewife who orders a sushi set for dinner for the whole family.

– The third standard customer portrait is company friends who order several large sushi sets for a house party.

Japan is a country of contrasts, both visual and emotional: the small stands next to the large, the monochromatic is replaced by color chaos, and black hair lies on light skin. Therefore, while creating the corporate identity for the Japanese restaurant Ayashi, we wanted to find a character that would scream in a whisper.We wanted to do something simple and completely unique at the same time. This is how an identity appeared that looks at the world by the eyes of a Japanese monkey. It is thick and viscous, it is empty in one place, but in another there is already too much of it. It is difficult to find familiar words for this character, you just want to look.

Unfortunately, we did not have time to really evaluate the work done, since the war began (