Expert: Maggie Macnab - 4/2/2005

Question
Maggie,
        
hello. Hope you are having the greatest day ever! haha
w(*u*)w



well, my family owns this japanese restaurant but it's not
traditional japanese food, it's modern. Umm... Japanese fusion?
well, the style is called YOSHOKU. (pasta, curry, donburi,...)
When European people went to Japan like 100 yrs ago, they
introduced different foods. Over the years, Japan made it to suit
their own taste. That's basically the gernal info about YOSHOKU.
Here's the problem. Even though me and my little sisters, my
mom, dad, all made signs explaining this, people still think my
dad invented the whole thing. They come in expecting sushi,
teriyaki, tempura. And they get mad and confused when we tell
them that we don't have that. We even showed them online
articles that explains what we serve and where it comes from.
Couple of big news papers even published our restaurant in
their food section. The newspaper writers are regualrs at our
restaurant.



I was thinking, maybe we should advertise online? Where should
I start? Any advertising technique you can me to inform people
about the food and our restaurant? Hope you can help! I am
sorry I wrote so much! I am just so frustrated, my dad is just
putting all his stress on us (man pride).
>>mari

Answer
Hi Mari,
and thanks for your question, which is a good one. It is challenging when you go against an engrained expectation. You're right; everyone equates Japanese cuisine with sushi and the traditional dishes.

You need an identity that immediately says Japanese, but also says 'new/fushion/non-traditional'.  Here is why I would start at the beginning with your identity and it's collateral applications. Until you have lots of word of mouth circulating that your Japanese restaurant is not the standard fare and it is delicious, it has to be clear from your yellow pages ad, any print advertising you run, on your building signage--in every instance that your name is circulated, who you are and what you do.  The word will get out first by what people see, then draw them in. This begins the process.

The identity absolutlely must reflect the core values and information about your restaurant, succinctly and quickly; really, in the blink of an eye. It's got to be almost instantly 'readable' but not boring. Logo design is truly a separate art from general advertising and it's important the designer is conscious of symbolism and the philosophy of design, as well as knowing how to mix inks and papers. I have taught this to other designers for over eight years now at the university level, so I'm aware of what I speak. Many of my logos have been published internationally and I take this as evidence that the correct symbolism transcends race and culture (just last year, several of my logos were published in both Chinese and Japanese books of logo design).

I can think of some pretty clever small ads right off the top that would support the identity, such as a drawing of the "not" symbol (the circle with the line through it) over an illustration of sushi, but otherwise a very traditional looking design that incorporates Japanese simplicity and beauty of design. Of course, everything should support the concept and absolutely should embody elegance, a benchmark of Japanese design: the copy, graphics and the logo design itself.  You don't have to have a McDonald's budget (or mentality) to have a very successful campaign, but you do need a good and thoughtful designer who helps you navigate where and when to run your advertising--and who applies some creative intelligence to it.

Check out my website at http://www.macnabdesign.com to look at some of the identity work I've done for clients. I've worked with several long distance and if you all want some help, just let me know.

Best with your restaurant...Japanese is one of my favorite cuisines!

Maggie Macnab