Sushi Kaiyo Jakarta
STRATEGY / BRANDING / COLLATERAL / MENU DEVELOPMENT / MARKETING
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.
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.
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.
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.
SUSHI KAIYO - Japanese dining crafted by the forces of nature.
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