Japan Menu
A limited menu built on dishes from Japan.
Aiko
In short
SOY had outgrown its name as it prepared to open in a second city. hdw renamed it Aiko and rebuilt the brand around the new name, then led its marketing through the expansion. Aiko opened in its second city as an established brand rather than an extension of the first.
Our approach
The rename was carried through every touchpoint at once: identity, packaging, uniforms, photography and tone of voice, including a word the brand now owns, Komfort. Continuous management of the feed kept the new identity consistent as the business grew.
The outcome
One brand across two cities. The audience grew by more than half over the final two years of the engagement.
Branding Jul 2023
Marketing Jul 2023 – Sep 2026
Campaigns