Bringing affordable food trends for all
 
Culinary trends may come and go, but when a fresh concept has taken root within the heart of people, it holds the power to cause a shift in the whole industry. So when Kulo Group saw a spike in shabu-shabu trend, a clear idea had been born: an all you can eat shabu-shabu with millennials in mind.

FIELD:

visual audit, brand implementation
Egghead - Kitamura - Concept
Challenging The Standards
Egghead - Kitamura - Logo Structure
Strategy

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?

Egghead - Kitamura - Logo Philosophy
The Name is The Game

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”.


Egghead - Kitamura - Visual Graphic Element Design
Breathing Life to Kitamura

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.

Egghead - Kitamura - Visual Graphic Element Design
Egghead - Kitamura - Brand Color Palette
Egghead - Kitamura - Visual Graphic Element Design Implementation Egghead - Kitamura - Visual Graphic Element Design Egghead - Kitamura - Menu Photography Design Implementation Egghead - Kitamura - Ambience
Egghead - Kitamura - Uniform Design Implementation Egghead - Kitamura - Menu Design Implementation Egghead - Kitamura - Menu Photography Design Implementation Egghead - Kitamura - Ambience
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INDONESIA
(021) 5651 189
Jl.Ratu Teratai Blok C1 No.35.
Kota Jakarta Barat, 11520

SINGAPORE
+65 9878 7961
421 Tagore Industrial Ave
#04-18, Singapore 787805