A fully realized brand for a high-end sushi and sake bar.
A restaurant group looking to be the latest word in high-end sushi approached TOS with a name and a simple idea. The name was Musume, the Japanese word for “daughter,” and the idea was that this would be the rebellious new counterpart to the traditional sushi restaurant. <br><br>
The challenge was mouth-watering for the TOS team.
- 34 % Reconversion Rate through Marketing Automation
- 15 Active Campaigns in HubSpot
- 22 % Monthly Increase in Online Reservations through Marketing Automation
Creating a brand from scratch.
Nothing existed for Musume except the name and a sample board from the interior design team. It was up to us to create the brand story, logo, signage, menus, print collateral, website, and marketing materials necessary to drive customers to the restaurant.
The story of the rebellious daughter.
TOS worked both with the client and their architecture and interior design teams to create a brand and an experience around the story of a rebellious daughter who wanted something different than her father’s traditional sushi restaurant. Musume was born. The first challenge was to create a logo mark that conveyed that sense of adventure but also kept a hint of tradition.
Completing the brand experience.
As we all know, a brand is not just a logo and story. To fulfill the Musume brand, we worked with the client and multiple vendors to create a visual system that included custom exterior signage, construction barricades, a full set of menus, a website and much more. But even a fully thought-out brand is rendered useless if no one knows it exists. To this end, TOS also rolled out a marketing and social media strategy to find Musume’s customers, extend the brand and make Musume famous.
A new sushi and sake dining experience.
In a city full of new restaurant openings, having great food is not always enough (although it really helps, and Musume has great food and drinks). You have to have a compelling story and a great brand to catch and keep the attention of your potential customers. Through the combination of branding, storytelling, marketing, and social media, The Old State was able to help Musume stand out and fill bellies with raw fish.
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