Mika Trade LLC
Art direction: Gaziev Farukh
Brand strategy: Rakhmon Daler
Account management: Sergey Kim
Project management: Evelina Vrevskaya
Photography: Nam Alexander
Motion design: Shukhrat Khabibullayev, Alisher Nurmatov, Vorozhcov Timofey
Yaponamama grew confidently, but in chaotic manner. It had no positioning and unique visual style. As the chain was increased, the chaos was getting more noticeable. Marketing managers and designers were struggling at creating clear and concise messages. Clients were losing Yaponamama among copycat competitors.
It became necessary to create the reliable positioning and standardized design system, in order to scale business and strengthen its communications, and refresh the existing brand image
Firstly, we updated the logo, the most recognizable part of the brand. Our aim was to fit it into contemporary trends, make it useful at both offline and online marketing channels.
Previous one was old-fashioned and wasn't flexible to use, especially in digital environment.
Then we changed the color scheme, to pop out the brand next to its competitors, that mostly use black and red color palette.
Also, we created the set of illustrations to minimize the dependence on logo and provide designers with wider opportunities when creating packaging and communications.
As the company evolved, there was a need for strong positioning, that could be a foundation for brand philosophy and strategy. Yaponamama is driven by love, that is expressed in many forms: ingredients, service, human resources, ambient and foremost, love for the food. That's why we created the new motto «Любовь - есть», showing that true love really exists (in Russian). At the same time slogan is word fame meaning «To eat — is to love»
We structured the chaos in brand image and provided the business with a powerful tool for its marketers and designers. New positioning and design system allowed to stand out from competitors' communications.
As a result the brand become #1 in the category of Asian restaurants in the country and entered the national market, consisting of such regional centres as Ferghana, Andijan, Samarkand, Bukhara, etc.