SITUATION

Sushi Club, a new sushi restaurant, aimed to establish its first location in Miami as part of its expansion strategy into the American market. The restaurant needed a strategic plan to communicate effectively and provide a fresh, valuable dining experience tailored to the American audience.

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OBSERVATION
Through research conducted by Wiper, we identified key insights about the target market and challenges:

• The brand name, "Sushi Club", caused confusion among American audiences.

• A focus group study revealed that 90% of participants mistakenly believed they needed to be part of a club or pay for a membership to dine at the restaurant.

 

WHAT DID WE DO?

To address these challenges, we:

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1. Proposed a new brand identity:

• Renamed the restaurant to K.A.O Sushi and Grill, a name that resonates with both Asian influences and the diverse offerings on their menu.

• The new name clearly communicated that the restaurant served more than just sushi, eliminating any misconceptions.

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2. Implemented a strategic plan:

• Designed a comprehensive communication strategy covering traditional and digital media.

• Developed a brand manual and application toolkit for consistent branding across all touchpoints.