Responses by Marcelo Bacellar, design coordinator, Brainbox Branding 360
Background: Wikimaki is a franchise of Japanese cuisine restaurants that epitomizes the idea of fussyless Japanese food. Arising from the Japanese restaurant boom that took place in Brazil in the early 2000s, WikiMaki became outdated as a brand, losing any differential when compared to its competitors. The rebrand took place as part of an expansion plan to boost Wikimaki’s presence in the casual dining experience.
Reasoning: The restaurant’s environment is inspired by casual food, such as hamburger shops, breweries and cafes. In response to the problem, we updated the identity, giving it a timeless and lighter look. All the packaging was redesigned, reducing materials and bringing in a new product presentation for deliveries and takeaway. Tableware and the food presentation now look more casual, engaging the consumer to eat Japanese food in the most unfussy way possible.
Challenges: As a multidisciplinary team, our main challenge was to create a project that could work with all of the touch points of the brand. From the institutional communication to the door handle, there were a lot of discussions and tests to achieve the best results for all. In addition, it was necessary to upgrade the brand’s casual dining concept to a new consumer audience.
Favorite details: The “behind the scenes part.” It’s always nice to see a mood board or some sketches become something real.
Anything new: There were so many different production processes that we learned about, from offset printing to steel machining.
Specific demands: This kind of project always demands commitment and team integration. Putting together different elements of the project, such as visual ID, architecture and operations, was the hardest thing to do.