Problem
Brand-Product Mismatch
The current logo and visual identity doesn't reflect the shop’s main product , creating a disconnect between the visual identity and the food experience.
Target Audience Confusion
Elements like the toast mascot, SpongeBob-like eyes, and basketball shoes primarily appeal to an American audience, but katsu sando is a Japanese American fusion dish which can confuse pedestrians about what type of food Katsu Sando offers.
Straying from Original Brand Goal
The rebrand moves away from the shop’s mission of providing homemade, curated Japanese flavors for everyone, risking a diluted identity and unclear messaging.
Solution
Reusable Brand Identity
Developed a scalable and cohesive brand system that can be applied across menus, packaging, social media, and in-store visuals. This approach saves time and effort for shop owners by providing ready-to-use assets for all touch points.
Increase Traffic and Sales
The refreshed branding should make the shop easily recognizable to consumers, improving word-of-mouth recommendations. The unique mascot and playful illustrations are designed to create online shareability, increasing visibility. Overall, the solution aligns the visual identity with the shop’s mission, encouraging both in-store visits and digital engagement.
Download Digital Assets
Constrains
Cultural & Product Alignment; The solution has to reflect the Japanese culinary roots and highlight the product (crispy pork cutlet sandwiches) without alienating current customers. Practical Implementation; Any new brand guidelines needed to be feasible for implementation across menus, packaging, and digital channels.
