An effective business solution for regional leader of the segmentSushi Gallery Company has worked on the market of delivered prepared food for more than five years, operating within three geographic regions: Tyumen, Surgut, and Nizhnevartovsk. The company decided to contact KIAN after having experienced problems stemming from a lack of clear brand positioning and marketing strategy, as well as an outdated visual image. TASKKIAN was tasked with the design of a brand positioning strategy, a creative concept and a visual identity for the brand, in addition to devising a promotional strategy and advertising communications for the brand.SOLUTIONSushi and Japanese cuisine when viewed both as a segment of the restaurant business and as a category of take-away food, has a clearly defined core target market: young, active women, wishing to express themselves and define their status through external attributes. Several special features of the target market necessitated the choice of positioning for the brand. The key idea is that the product should be seen as an accessible luxury, an idea which thereby helps to elevate the brand from competitors and create a premium, high-status image. A modern, emotional visual image for the brand creates a luxurious identity, reflecting the basic values that are embodied within the brand positioning concept.KIAN was tasked with the design of a brand positioning strategy, as well as a creative concept and a visual identity for the brand. In addition, KIAN designed a promotional strategy and all brand advertising communications.Significant attention during the process of work on this project was paid to small details: the construction, materials and packaging design were clearly thought, the design of the uniform to all of the staff members was created. Furthermore, KIAN designed the fundamental materials needed for effective brand communication: leaflets and a website were created within a series of advertising campaigns that were timed in accordance with the restart of the updated Gallery Sushi brand. A comprehensive approach and scrupulous attention to detail helped to make a design solution that immediately demonstrated its effectiveness in the first month following project completion: the turnover of the company increased by 60%, and the amount of new clients grew by 30%. At the time of writing, this positive dynamic is continuing for the brand, as it continues to grow and expand.
