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.
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
This branding enjoyed several variations on the branding and promotional ads.
This branding style still survives in some of Benihana’s marketing collateral.