Restaurant Rebranding Pitch: ATIROM Tokyo

atirom Tokyo Rebranding Proposal

This rebranding proposal for Japanese restaurant/culinary platform atirom was developed was with Kira Fines-Kested and Tara Morrison.

The ‘Big Idea’ proposed for atirom was enhancing the journey of gomi (the Japanese concept of the five tastes). The strategy proposal focuses on clear storytelling to highlight three complimentary journeys: the journey of all chefs at ATIROM, the journey of the fresh ingredients, and how these culminate in a distinct dining experience, or food journey, for guests. By understanding the importance of food as an immersive sensory medium and in Japanese society, we aim to promote the passing of cuisine-related knowledge from generation to generation. Specifically, we propose a consistent and robust brand identity using a cohesive brand book, a kickoff event to highlight the new brand, and a digital branding strategy with a social media video series. The execution of our brand strategy should allow atirom to coherently express their story and values to strengthen brand recognition from Japanese locals and visitors alike.