CLIENT
MINA Group: The Ramen BarBRIEF
MINA Group came to UNIT with a logo and brand pattern for The Ramen Bar, but needed help extending it as they made their inaugural move into the fast-casual market. They wanted to initiate buzz, while still under construction. The location posed a unique challenge, as it sits inside a courtyard that’s fairly hidden to passersby. The hope was also to build continuity with Michael Mina’s neighboring fine dining establishment, Pabu.SOLUTION
UNIT surveyed the site to develop construction and final signage to give visibility to the restaurant from various angles. To help generate excitement, we designed a unique social media campaign where people could stand in front of construction signage silhouettes holding ramen illustrations, and post to social media along with their custom crafted Japanese haikus – for a chance to win a gift card. For the final signage, UNIT recommended a custom monument sign that could be wheeled anywhere within the courtyard during service to entice guests to read the menu and guide them to the tucked away location. We also included banner awnings that mimicked the style of banner awnings we developed for Pabu, so that they felt of the same family. Knowing their Financial District location would need to appeal to Millenials, as well as educate newcomers about their Tokyo style Ramen, we developed the website and photography to be descriptive and help whet the appetite.RESULTS
The Ramen Bar consistently has lines out the door for lunch service, and the monument sign allows them to direct guests at various entry points, to help boost foot traffic. We’ve now helped to extend the brand to The Street Honolulu. Stay tuned for LA!CLIENT
MINA Group: The Ramen BarBRIEF
MINA Group came to UNIT with a logo and brand pattern for The Ramen Bar, but needed help extending it as they made their inaugural move into the fast-casual market. They wanted to initiate buzz, while still under construction. The location posed a unique challenge, as it sits inside a courtyard that’s fairly hidden to passersby. The hope was also to build continuity with Michael Mina’s neighboring fine dining establishment, Pabu.
SOLUTION
UNIT surveyed the site to develop construction and final signage to give visibility to the restaurant from various angles. To help generate excitement, we designed a unique social media campaign where people could stand in front of construction signage silhouettes holding ramen illustrations, and post to social media along with their custom crafted Japanese haikus – for a chance to win a gift card. For the final signage, UNIT recommended a custom monument sign that could be wheeled anywhere within the courtyard during service to entice guests to read the menu and guide them to the tucked away location. We also included banner awnings that mimicked the style of banner awnings we developed for Pabu, so that they felt of the same family. Knowing their Financial District location would need to appeal to Millenials, as well as educate newcomers about their Tokyo style Ramen, we developed the website and photography to be descriptive and help whet the appetite.
RESULTS
The Ramen Bar consistently has lines out the door for lunch service, and the monument sign allows them to direct guests at various entry points, to help boost foot traffic. We’ve now helped to extend the brand to The Street Honolulu. Stay tuned for LA!
