The origins of the Sanebi start in 2012 as a premium quality fish delivery business for restaurants in the Moscow region. Today it is one of the largest Moscow seafood suppliers.
In 2021, the company decided to enter B2C market by opening its own restaurant and delivery service.
The cornerstones of the project were:
• high expertise in product quality
• and the talent of the company's brand chef.
Our company had to create a new brand for the restaurant and it’s delivery service.
A brand strong enough to convey the idea of exceptional quality and sophisticated taste of the new cuisine.
We also took responsibility for the launch and promotion of a young brand in order to give it maximum efficiency at the start.
The name is made by uniting to syllables:
• San — a title of respect in Japan
• Ebi — a shrimp.
These two syllables joined create a new word with a Japanese vibe.
The name focuses on brand’s main signature dish and marks the careful attitude to the service. Comon sounds with the word sun adds warmth and joy of the meeting.
Harmony, plasticity and minimalism. The vertical rhythm of Japanese prints and skyscrapers, the philosophical concepts of the East, the rising sun and the silhouette of a shrimp as the brand’s signature dish.
To avoid falling into the vulgar pop culture of pseudo-Japanese restaurants, you need a soft and melodic palette. Like a spring morning in Kyoto. Or like city canals with sakura petals.
Sanebi's visual language is laconic yet has some expressive power behind. Built on the basic forms of the sign, it goes further and develops it’s own movement.
Japan is closer than you think. It is in our hearts. Only with this approach we can create traditional sushi for you with a classic but unique taste.
Come try it out!
Identity of Sanebi is directed outward, not inward. It communicates with the consumer and tries to convey the main qualities of Sanebi:
• High quality cuisine
• Respect and empathy for the consumer
• Unique atmosphere
Staff clothes suggests careful references to Japanese culture, but first of all, it tends to be comfortable for employees.
Designing the brand apparel, we focused on the graphic power and versatility of the clothes. So that it could be worn outside the restaurant.
To make a successful brand start, we have developed and implemented an advertising campaign. It consists of several parts with different aims and tasks for defferent stages of Sanebi growth.
One of the main goals is to bring the brand and its customer closer together.
So we have developed various messages for the requests of various representatives of the target audience.
This idea helps us to show the Sanebi brand through faces and allow us to share brand's values with it’s audience.
Advertising media formats are formed by the surrounding conditions. Lighting, seasonality, height of placement, background and distance to the viewer are the key variables that influenced the designs.
We apply brand advertising only to corporate vehicles. So we can guarantee the purity and correct transmission of meanings.
To express the delicacy of Sanebi's cuisine and maintain the integrity of the brand's perception, we have developed a simple guide to photography and prescribed the terms of reference for a photo shoot.
A simple and practical grid was used for the menu design. Through this minimalistic approach we can convey the right accents for Sanebi dishes. We also used craft italian paper to add tactile pleasure to the porcess of choosing.
We have developed a structure and basic rules for restaurant social media posts.
In digital advertising, we use short and clear offers. And add some juicy graphics and animation to enhance the effect of the product.
Before designing the site, we created user avatars and described a detailed route so that the prototype would offer the right mechanisms and solutions.
To help the brand with a fast start, we designed and launched a restaurant website. Minimalist menus, clean interfaces, and responsive pages. Everything to create a pleasant ordering process and encourage the desire to order again.
Interior solutions follow the general style. Calm, but aesthete–oriented style of the interior invites you to enjoy the moment and attracts peaple’s attention through the high windows.
The quality of brand’s video content is very important for perception, so we shot a promo video for the restaurant and a set of eye-pleasing reels for posting on Instagram.
Within the first 3 months since the opening we reached a sales level of more than 500 orders per week.
Based on the advertising campaign, we built up a marketing strategy that included a set of advertising solutions and communication tools.
With its help, we have achieved the numbers of 250-350% ROMI.
Within the first 4 months, we caught up and overtook all local competitors in terms of attendance and revisits.
In social media we promoted the brand through local celebrities and micro-influencers.
As a result, the restaurant gained 2156 live subscribers in the first three months of operation.
Becides the quick results, the campaign provides Sanebi with an reputatuin development plan for the next few years.
At the stages of development and further growth, we show the aesthetics of the process, introduce the team and create environmental projects — all these things bring the brand closer to its consumers and makes the image of Sanebi more full and real.
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