Yummy Dream
September 26, 2011 • 12:46 pm • POSTED BY stephen penning
As a creative director you need a myriad of things to align to make great work. An awesome client product certainly helps. An awesome product and a good creative process are even sweeter. But if you have both of those things going for you and the client doesn’t trust you you’ll likely end up frustrated, asking yourself “what if” as you close the bar on a Monday night. This is not one of those instances. This is a look at rebranding, through the eyes of the client.
It was in the summer of 2010 that I was introduced to Hiro Leung and Song Kim, owners and operators of Imagin Asia Restaurant Management Group based in Gainesville, Florida. In 2005 they opened Rolls’n Bowls, a restaurant where you can build your own sushi roll or rice bowl. It was met with great success and Hiro and Song realized there was an opportunity for expansion. It was soon after that, that our relationship began.
STEVE: Let’s take a step back in time for a minute. Tell us how the concept of building your own sushi roll came to fruition?
HIRO: It was a typical day at our other restaurant Dragonfly where one or two hour waits were the norm and we would go through crazy amounts of sushi rolls on any given day. Getting to the restaurant at 10 in the morning and not leaving till midnight was part of our lives. After our busy shifts, we would usually end up eating whatever was left over as our family meal by creating our own roll or bowl. Mostly everything was gone by then so we had to be creative in making what was left into a meal. Ironically, we noticed that what we ate was really good so we opened up our initial QSR (quick service restaurant) concept that revolved around our family meal. Build your own roll or bowl.
At what point in the restaurant’s existence did you realize that the concept was something special?
We usually travel around the Country looking for inspiration and we realized that we could not find anything like this. Furthermore, we have guests that not only ate our food but also wanted to open up their own store in their hometown.
Rolls’n Bowls was succeeding. Why was there a desire to rebrand the restaurant?
We knew that with the help of a great agency we could take our concept national. It’s like taking something that was good and making it great. The agency was able to tie and strengthen our brand so that we can be ready for our national expansion.
How does a quick service Japanese restaurant in Florida end up hooking-up with a branding agency in Philly?
Before we engaged in a full rebranding, we spent literally half a year looking for the right partners. I love Florida, but I have to say we don’t have the creative talent that other larger cites have and 160over90 was no exception. From the attitude, client experience and creativity we knew 160over90 was the one we wanted to work with. The question was did they want to work for a small growing concept such as ours. We used the beautiful weather and beaches to lure them.
Describe the rebranding process?
The Agency really took a huge dive and studied the market before suggesting any rebranding to us. We appreciated the many hours spent on the discovery process to not only get to know us but to also study the competitive landscape.
Inside Rolls'n Bowls
Getting to know the Rolls'n Bowls staff
Was there anything you were nervous about?
Definitely! We had a restaurant that was already humming and working. We didn’t want the Agency to just rebrand for rebranding sake. We needed them to make our restaurant better. Changing the “identity” was the most nerve racking moment. It had to not only sound right but also capture what we did well and elevate it to another level.
Describe the brand direction you selected. How did you know it was right for you?
The Agency had showed us two great directions, which made the decision very hard but after thinking in terms of which idea had the best long-term direction and the most authentic feel, it was easy.
After the brand direction was established we created a new name for you. Tell us about Yume Ume?
The name fits what we do and it has so much potential. It has subliminal message as well as a strong meaning. Our name is about creativity, fun, unique, fresh and intelligent. In Japanese it means delicious dream.
How would you describe the experience at a Yume Ume? How does the brand direction inform it?
The experience at Yume Ume is about dining out with personal expression focusing on the creative nature of the product. It is organic and illustrative celebrating imagination by highlighting the thrill of great slow food made fast.
What is your favorite piece of brand expression that has been created?
There are so many pieces to choose from but my favorite piece is the copy for our to-go container. “Let’s go back to…your place”. It is so intimate, fun and emotional. Exactly what dining at Yume Ume is all about!
When is Philly going to get a Yume Ume?
Soon…very soon. If you’re reading this and would like to partner up. Come and check us out!