Project Description

While employed by Eclipse Hospitality Group [EHG], together with the Managing Director & Owner of EHG, I spearheaded the brand refresh of its Japanese Restaurant; Taku.

Why a brand refresh? Due to a number of restaurant and bar closures in SoHo [South of Hollywood Rd.], there was a significant decrease in foot traffic. The interior, although authentic, was outdated to what customers expect from a Japanese dining experience. Also, the menu featured too many traditional dishes - not up to par with current food trends - and wasn’t competitively priced. Since temporarily closing Taku to do a full gut & renovation was not an option we needed to resourceful when it came to updating the interior.

That being said, for the brand identity we decided to stay true to the traditional Japanese shophouse DNA but – inspired by Tokyo’s neon signs – take it into the 21st century. For the interior, this was reflected in bright accent walls, huge wall sticker applications [based on traditional Japanese patterns but designed with bold colours], the reupholstering of chairs and banquettes, and the staff’s new uniforms. For the exterior, it meant an updated sign with neon lighting, new lightbox & new menu box display, etc. While with a new executive chef we introduced new plateware & developed a new value-for-money menu with new menu items and updated/reinterpreted classic dishes.

The results; a reinvented brand identity showcasing Japan’s cuisine and rich history in a new light. A brand that in its design language combines Japanese heritage with modern creativity. Better connecting with customers it introduced a new dining experience to a new type of customer while not alienating its current ones.