Branding

Early on working in the Benihana Marketing Department, our branding imagery and local/promotional ads were generally developed by our Ad Agencies. In 2007 I was given the opportunity develop a new brand image and style. I placed the iconic Benihana Chef at the center of the design, played on some design elements found in the restaurants, and rewrote the copy to try to create a sleek, refined feel, playing on the legendary status the brand had attained.

Hearst-Castle-FINAL

 

This look and feel was reflected in magazine branding ads, local promotional ads and outdoor advertising, and even existed for a time as the re-skin of Benihana.com

 

Appetite-Billboard

 

This branding enjoyed several variations on the branding and promotional ads.

branding

This branding style still survives in some of Benihana’s marketing collateral.

gift-cards

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