Through our research, we learned about the family’s past and how the restaurant came to be. We faced the challenge of staying relevant and exciting almost 20 years from their first opening in an industry where the median lifespan is less than 5 years.
Their unique concept, a combination of hibachi and sushi dining, combined with their large seating capacity has made them a go-to location for events and large gatherings. Their staff is made up mostly of local students and the restaurants go out of their way to get involved in community events and fundraisers, making them a fixture in the community, particularly in the East Windsor Township.
As the demographics of the area change and new families and singles start to move into town, it has become increasingly important for them to expand their marketing efforts, especially on social media. During our discovery session, we crafted new customer profiles to reflect the changing demographics of East Windsor and Freehold and determined that the new Mahzu brand identity needed to be contemporary, family-oriented, and tied together with the elegance of Japanese cuisine.
Mahzu restaurants have been a fixture in each location’s town for almost 20 years. The restaurant group has had quite a few iterations of their logo. Not wanting to stray too far from their brand’s legacy, we held on to key elements from their past with more inviting typography.