Project: Rebranding    |    Client: River Sushi bar

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What would happen if three Asian gods and a Samurai rent an apartment in the middle of the country?

They are opulent, they are funny, they are cool and they adore food.

They take themselves very seriously when it comes to food, the rest of life usually falls to the wayside...

At least the food is so delicious that... who cares about tradition?

The Asian Restaurant Network is seeking to refresh the brand's visibility, connect with a younger and cooler audience and create a brand that every child and adult can connect to on a personal and experiential level.

That's why we chose to create a brand story that provides room for all Asian clichés in one place, to laugh a little at ourselves and break the seriousness that every Asian restaurant has...in Israel.

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She is the Thai goddess version multitasking, restless, super-cool but on the
other hand she gets mad easily. Only noodles and Netflix calm her down.   

He is not the strongest samurai in Japan but he is definitely the one you
wanna hang around with. He always looks  peaceful. Never leaves without his flip-lops
and tear up denim.

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he is your typical chubby gamer who likes everyone, especially food.
he always has a PlayStation joystick in his hand. When there is no food around he gets hangry, but when the food arrives he gets to a nirvana state of mind.

She really loves to provide service with style, but not to everyone.
She only looks tough on the outside but when you get to know her – you discover
endless layers of joy.

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