ChillsDeli originally is exclusive from importing high quality cooking ingredients and marketing them in its retail shop. Establishing a Japanese barbeque restaurant is ChillsDeli’s vertical marketing extension strategy.
With the idea of bringing Japanese elements, used Japanese symbolic colors- red and black-to be the basic color. Fonts were also created by transitional Japanese calligraphy. The pork, beef and fish logos were inspired from Japanese heraldry to differentiate ChillsDeli’s restaurant from its retail shop’s original design. Also, the brand supporting graphic is using Japanese heraldry to form a Japanese style image of mountains, shrine, sumo and so on. The innovative design leads customer to experience the exotic atmosphere beyond taste.