Mensho Tokyo

STRATEGY, BRANDING, COLLATERAL, GRAPHIC PACKAGE

**Michelin**-awarded ramen from Tokyo, Japan.

Mensho Ramen, founded by ramen master Tomoharu Shono in 2005, is a Michelin-awarded establishment known for its exquisite ramen dishes that achieve the perfect balance of flavours and textures. With flagships open across Tokyo, San Francisco, New Delhi and Dubai, it chose Melbourne as its first city to enter into Australia.

BrandWorks assisted Mensho Tokyo to establish a strong brand presence for Mensho Ramen in the Melbourne market. This involved brand development and design, rollout and guest experience curation and provided their expertise in various aspects of the market launch of Mensho Tokyo's first Melbourne flagship venue, at 166 Russell St. Melbourne.

Approach

Introducing Michelin-starred Mensho Ramen in Melbourne faced hurdles, including high competition, initial local unfamiliarity, and premium pricing that challenged its perceived value against other ramen brands.

BrandWorks focused on curating a memorable and immersive dining experience for guests to match its quality and premium ramen bowls. Leveraging a deep understanding of Mensho Tokyo's brand and core values, accomplished through a thorough brand audit and consolidation of their current brand assets. Their strategic approach led to the creation of a comprehensive brand rollout plan that touched upon critical elements like menu design, food plating, uniforms, signage, hoarding, way-finding, print materials, and video projection art — all crucial elements for a successful restaurant brand strategy.

Wall graphics, interactive activations like the Ramen Noodle Lab, and multi-level projections were introduced, backed by curated music playlists, effectively enhancing the dining experience. Each detail, from entry to food presentation, was meticulously crafted to provide guests with a memorable journey, making Mensho Ramen in Melbourne a must-visit destination for ramen lovers.

Results

Mensho Tokyo Ramen's opening has been a roaring success, with long queues and two-and-a-half hour table waits stretching around the city block.

Thanks to the partnership between BrandWorks, TA Square Architects, and Mensho Tokyo, their first Melbourne flagship venue has taken off in the market. Meticulous attention to the customer experience has firmly established Mensho Ramen as one of Melbourne's newest and top ramen spots. This collaboration showcases the incredible power of teamwork, delivering an unbeatable culinary adventure for ramen lovers and food enthusiasts alike.

Now open. Instagram post

Social media agency (Maison Media)