1. Background

Tanpopo is a modern Japanese restaurant located in London. It has been a staple in the local food scene for 17 years, offering a mix of traditional and contemporary Japanese dishes. The restaurant has built a loyal customer base, but in a competitive market, the client feels the need to refresh its brand to attract a wider audience and better reflect its evolving identity.

The existing brand leans towards a traditional Japanese aesthetic with muted tones and simple, minimalistic designs.

The brand has limited digital presence and is heavily reliant on word-of-mouth and repeat customers.

Tanpopo’s current logo and branding materials have been in place for over 20 years and no longer reflect its unique culinary offering and positioning in the market.

2. Project Objectives
The primary goal of this rebranding project is to elevate Tanpopo’s identity, positioning it as a go-to destination for both traditional and modern Japanese cuisine. The new brand should better reflect its unique fusion of the two, while appealing to a wider demographic and creating consistency across physical and digital touchpoints.
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Specific objectives include: