Food and Baverages
Kitamura
Our Services
- Brand Implementation
- Brand Audit
Kitamura: Shabu-Shabu for Everyone
Trends in food come and go, but when something hits the right craving—especially for millennials—it sticks. So when Kulo Group noticed how fast shabu-shabu was rising in popularity, they decided to bring their own spin to the table: all-you-can-eat shabu-shabu, but make it fun, casual, and super affordable.
That’s where Kitamura was born.
CHALLENGE
Luxury Taste, Everyday Budget
Most people see shabu-shabu as a fancy, high-end meal. The goal? Flip that perception on its head. Kitamura needed to feel approachable, playful, and most importantly—worth coming back to, again and again.
We also needed a name that made people smile and instantly got the point across. So we went with Kitamura, a clever mashup of “Kita” and “Murah”—which in Indonesian means “we’re affordable.” Catchy, right?
APPROACH
Make It Friendly. Make It Fun.
Instead of leaning into formality, we leaned into personality. We imagined Kitamura as a friendly guy who just really, really loves shabu-shabu—and that became the heart of the brand.
To keep it rooted in Japanese culture, we incorporated stylized kanji characters into the logo—honoring the dish’s origins while staying true to our own voice.
EXECUTION
Serving Up a Whole New Vibe
- 🍲 A quirky, character-driven visual identity
- ✍️ Custom kanji-infused logotype to tie back to Japanese roots
- 📦 Brand visuals and tone that feel warm, relaxed, and fun
From the logo to the vibe, everything was designed to break down the “fancy food” barrier and invite everyone to dig in.
RESULTS
Shabu Made Simple
Thanks to its bold concept and approachable branding, Kitamura is making shabu-shabu part of everyday cravings—not just special occasions. The name’s memorable, the message is clear, and the experience is one you’ll want to share (and repeat).
Because good food doesn’t have to be expensive. Sometimes, it just has to feel right.
