Kagoshima Master is an authentic Japanese Wagyu BBQ Restaurant that originated from Osaka, Japan, in 2010.
At the beginning of the second year of the business, the Kagoshima Master team started to pay attention to the business brand and realised that a branded business could help the business grow quickly.
The main point is the conflict between brand identity and the price per meal in the restaurant. As the brand identity does not match the product positioning because the price landed on the fine dining tier, but the brand feels was on a lower-level casual dining restaurant.
The Chinese business owner wants to gain more English-speaking guests and enlarge the market share as the second intention behind this rebranding work.
A constructive conversation happened at the restaurant, and a meaningful agreement was reached at the same time. A comprehensive rebrand work took place to professionally refresh the entire brand identity, in-store menu, website and social media needed to refresh and professional management.
Rebranding work commenced in the second week; some important elements of the original brand were recommended to be kept for maintaining the brand consistency and reducing the impact of the brand-new feel and look. Simplify brand identity made it sleeky and easy to remember.
The new brand identity matches the brand market positioning, and the website experience was significantly optimised for takeaway and reservation therefore the online customer experience was moved onto a new level. Instagram and Facebook started targeting to English-speaking market. And more social activities were created according to the seasonal food and different cultural festivals which offers leadership for the industry.
impression at november 2022
engagement rate increased
New store opened in one year