Image Credit : BrandWorks Studio
Collateral photography: Kami Studio
Food photography: Soemario
Project Overview
Crafted by the forces of nature — Japanese all-day dining in Jakarta.
Indonesia, and in particular Jakarta, has a strong appreciation for Japanese cuisine and culture. The category is a proven cuisine for Food & Beverage (F&B) due to the high demand for its style of dining. As a result, in Jakarta alone there are many Japanese-themed restaurants, grab ‘n go and drinking bars. Out of the high number of competitors in this market, there are two F&B groups, in particular, that stand out from the crowd.
Project Commissioner
Project Creator
Team
Strategist & Creative Lead: Michael Tan
Designer: Caroline Leduc, Miranty Annisareta, Caisa Nilaseca
Project Manager: Marcellyna Citra
Project Brief
Founded in 2002, Boga Group is considered one of Indonesia’s leading food and hospitality groups with over 150 restaurants spread all throughout the nation. Respected brands such as Bakerzin, Pepper Lunch, Paradise Dynasty are just to name a few. Adding to this landscape is a new concept soon to launch as part of the growing portfolio. In early 2020, the founder and CEO of Boga Group Indonesia engaged BrandWorks to create a new Japanese dining concept that would bring a fresh, innovative and exciting perspective to an already proven dining category.
Project Innovation/Need
From the insights of the market research, BrandWorks discovered that the majority of Japanese dining brands shared very similar design aesthetics and menus. This also extended to their brand identities and interior designs in delivering modern Japanese food. For SUSHI KAIYO, the opportunity was for the brand to take a different view towards Japanese culture, its food and origins.
‘Kaiyo’ means ocean water. Inspired by nature in all its forms - Earth, Wind and Fire, KAIYO invites its audience to rediscover the forces of nature by showcasing how the food is sourced, prepared and served at the table. The brand and interiors elevate the mystery of the ocean with Japanese obsession with purity, perfection and craftsmanship. The design philosophy for the interiors takes on the Japandi (Japanese-Scandinavian) style, where the Japanese artisanship of making sushi is combined with contemporary Scandinavian modern finishing touches. SUSHI KAIYO brings the mystery of the ocean into a celebratory gesture of joy and food appreciation for the next generation of diners in Indonesia.
Design Challenge
As a key player in the F&B landscape with a strong reputation in the industry, Boga Group has operated various Japanese food concepts with significant resources at its disposal operationally. BrandWorks was tasked by the group to come up with a brand new Japanese concept, from strategy, brand design and interiors to conceptualising the menu and presentation. The brief was to create a holistic brand experience that engaged all five senses. The brief left the door wide open to push the boundaries and articulate Japanese dining in a thoughtful and provoking way that set it apart from others. With local consumers spoilt for choice, many brands have to give away food discounts and gimmicky marketing to attract their patronage. The challenge was to offer a destination dining concept that was focused on quality and experience, not on price.
Effectiveness
Sushi Kaiyo is the place to go if you’re in the mood for breathtaking and thrilling surprises -- with a kaleidoscope of Japanese dining experiences harmonised within the modern aesthetic of Sushi Kaiyo’s Japandi (Japanese-Scandinavian) minimalist design, the brand-to-table experience honours the attention to detail, materiality, artisan and quality of design. The attention to craft is seen and touched by the art of Shibori tie-dying applied to the seating, handmade pottery and custom ceramics for the table and Japonisme-influenced wall murals and graphics to name a few. All of which seamlessly find their way into the menu design, signage, way-finding and social media.
Since its opening, Sushi Kaiyo has seen its fair share of social media attention through its aesthetically pleasing yet innovative menu that pleases the eye as well as your palate, and with the first location being a huge hit, the Boga Group is working on launching 2 new branches in Jakarta, again in collaboration with BrandWorks.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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