Shi’s – Gruppo Cigierre

Reposition a brand by putting art at the service of cuisine.

A woman with a bright smile is seated at a table laden with various Asian dishes, including dumplings, noodles, and seafood. The background features colorful illustrations of koi fish and dragons, enhancing the vibrant atmosphere of the scene.

Sector

Food / Beverage

Tools

Analysis and strategy, implementation and monitoring, concept, payoff, visual identity, logo restyling, art project, press campaign, BTL tools, photo shooting, digital marketing, social media, launch event

Description

A point of reference for quality Asian-inspired catering, Shi’s is a format that boasts successful sales points in various Italian cities.

With large and differentiated menus, selected raw materials and informal but attentive service, eating at Shi’s has been an experience that satisfies the senses for years, starting with taste.

Analysis and strategy

After more than ten years of presence and recognition on the market, Shi’s has chosen to revolutionize format and concept, with a repositioning project which, starting from the analysis of the brand and the study of the relevant points of sale, has led to the reformulation of the brand pillars , to identify the most distinctive strengths, with the aim of differentiating the format from competitors and creating an emotional connection with the public.

Implementation and monitoring

The planning of key messages and the choice of the most effective communication channels to reach the public made the new brand strategy effective in the long term, with press campaigns, content marketing, social media, PR.

An iPhone displaying an Instagram post with floating gourmet food items in a white bowl. To the left of the phone is Italian text on a teal background, and to the right is Italian text on a red background. The photo and texts are set against a white backdrop.

Concept

The new concept of Shi’s was born as the “diary” of a journey to be experienced at the table, to discover the flavors of Asian and international cuisine, contaminated by the unmistakable taste of Italianness.

The objective is to enhance the customer’s gastronomic journey, offering a renewed and complete experience, designed to surprise all types of palates.

A floating sushi platter featuring various types of sushi rolls, nigiri, and sashimi. The platter includes pieces with rice, salmon, and seaweed, garnished with sesame seeds. Ingredients and garnishes are artfully suspended in mid-air around the plate.

Payoff

The repositioning process involved the creation of a new payoff, to be combined with the logo to establish the renewed identity of Shi’s, in the target’s memory.

“The Asian “Restaurand…” brings the restaurant back to the center as a place to “explore” good food, suggesting the presence of further facets that enrich the dining experience, in line with the taste needs of contemporary times.

Restyling Logo

The creation of the payoff led to its transposition into a graphic format and in two versions: a compact one and an extended one, to adapt to every communication tool.

Art project

It is the award-winning artist Patrizia Burra, known internationally, who gave life to the five exclusive subjects created for the restaurant format.

Thus art is placed at the service of cuisine, mixing photography, 3D and AI, the result obtained is a fusion between Japanese tradition and modernity, surrealism and dreamlike and suggestive settings, just like eating at Shi’s.

A woman with a joyous expression sits at a table laden with a variety of vibrant, elaborate dishes. Behind her is an artful mural featuring fantastical dragons in vivid colors, adding a mystical atmosphere to the scene. She appears to be enjoying a feast.

A woman in a floral kimono with a red obi and intricate updo stands against a blue, mural-like background. She juggles sushi rolls mid-air, balancing some on her hands. The sushi features various ingredients like salmon and avocado.

A woman in an ornate orange traditional outfit is framed by dramatic clouds in the background. She is seated before an elaborate Asian feast, including dumplings, vegetables, and dishes with vivid colors. Her hair is styled voluminously, adding to the dramatic effect.

A woman in a floral kimono gracefully gestures while floating sushi pieces surround her, creating a dreamlike ambiance with a soft smoky background. The scene is ethereal and artistic, blending elements of traditional attire and modern cuisine.

A woman in a colorful kimono joyfully tosses various pieces of food into the air, including noodles, vegetables, and seafood. The scene is vibrant and dynamic, with a sense of celebration and delight as the ingredients fall around her.

Press and OOH campaign – maxi billboards

To promote the renewed culinary experience and invite the target “to the table”, Shi’s has chosen to pursue the path of traditional media, presenting the new communication concept in newspapers, magazines and large billboards positioned in the most strategic points of the cities.

A magazine or newspaper ad featuring a woman in traditional Asian attire, holding sushi, promoting "Shif: The Asian Restaurant" with locations listed at the bottom. The background has an artistic Asian-inspired design. Social media and website links are also included.

A street advertisement for "The Asian Restaurant" on a public display board. The ad features a smiling person surrounded by various Asian dishes. The background scene includes a quiet urban street with modern buildings, trees, and cobblestone pavement.

A newspaper ad features a woman with an elaborate hairstyle, laughing joyfully. Surrounding her are various Asian dishes. The text reads "shis | The Asian Restaurant menu à la carte | all you can shi’s" with locations listed at the bottom.

A person walks past a restaurant advertisement on a modern, ribbed wall. The ad features a lively depiction of an Asian woman in traditional attire, seafood elements, and the text "Shi's The Asian Restaurant." The image accentuates the vibrant, cultural ambiance of the restaurant.

A person in a pink shirt and white shorts stands with a light blue bicycle, looking up at a large billboard. The billboard advertises "Shi The Asian Restaurant" and features a smiling person in the center surrounded by artistic depictions of colorful food and mythical creatures.

BTL Tools

The artist’s project, with the institutional press campaign leading the entire operation, was conveyed on all Shi’s communication tools: menus and counter tabs, take-away packaging, flyers, promotional newsletters and social sponsorships.

Four rectangular boxes are stacked in a vertical arrangement. From top to bottom, the boxes are red, off-white, beige with a floral pattern, and black. Each box is labeled "The Asian Restaurant and..." with varying floral designs. The background is plain white.

A promotional poster for a restaurant featuring a person's hands holding a glass of cocktail with an orange twist. The text in Italian advertises "Aperishi" from 6-8 PM with offers: wine and sushi for €10, cocktail and sushi for €13, and 15% off for dinner.

A visually appealing flyer for "Shir The Asian Restaurant" showcasing a woman in traditional attire, beautifully styled with floral elements, holding sushi in both hands. The background is ornate and the text reads "menu à la carte".

Poster of an Asian restaurant featuring a woman laughing amidst a table filled with various dishes. The backdrop has vibrant dragon illustrations. Text reads, "Shi The Asian Restaurant and.. menu eat all you can Shi’s tutti giorni!.

An open magazine displaying a culinary magazine spread. The left page features a creative presentation of various sushi pieces and garnishes floating above a bowl. The right page lists a menu titled "Il piacere della condivisione" with item names and prices in Italian.

A dynamic image features gyoza dumplings and breaded shrimp tempura pieces suspended in mid-air. A small bowl of soy sauce and crumbs are also levitating. The word “Starters” is written at the top, highlighting this dish as an appetizer.

Image of various tacos and bao buns flying in mid-air with filling ingredients like meat, tomatoes, and lettuce visible. The background is gray with scattered crumbs and garnishes. At the top, text reads "Bao e Tacos.

Artistic display of various pieces of sushi, including nigiri and gunkan, artfully arranged against a gray background. Pieces include shrimp, salmon, tuna, and avocado-wrapped sushi, along with soy sauce droplets and a small dish with a leaf in the center.

A visually striking image of hosomaki sushi rolls in mid-air, with pieces garnished with what looks like a creamy topping, surrounded by scattered ingredients. At the bottom is a plate with green leaves, and "Hosomaki" is written at the top in elegant font.

A minimalistic image features sushi rolls and tempura shrimp pieces suspended in mid-air against a gradient background. Sesame seeds appear scattered around, and a green leaf curves at the bottom. The word "Rolls" is written at the top.

An artistic arrangement of various sushi pieces floating in the air against a gradient background. A bowl with a leaf sits at the bottom center, and the word "Collection" is written at the top. The sushi pieces include rolls and nigiri, garnished with sesame seeds.

A vibrant poke bowl with ingredients such as cherry tomatoes, zucchini strips, edamame, shredded carrots, and red cabbage, tossed mid-air above a ceramic bowl against a gray gradient background. The word "Poke" is written at the top of the image.

Slices of seared tuna and sesame seeds float above a bowl, with a green leaf in the center. The background is a gradient gray with the text "Sashimi e Tataki" at the top.

A bowl of mixed seafood salad with shrimp, greens, tomatoes, and seasoning in mid-air above it. The ingredients appear to be falling into the bowl. The text at the top says "Tartare e Marinati." The background is a light gradient.

A bowl of stir-fried noodles is shown with chopsticks lifting a portion above it. Noodles, vegetables, and pieces of meat are seen mid-air, emphasizing the dish's vibrant and lively nature. Text at the top reads "Rice e Noodles.

A creative food arrangement resembling a face with a stuffed bao bun as the mouth, curly fries as eyebrows, tomato slices as eyes, a pea as the nose, and curved fry pieces as the cheeks. The text "Menu bimbi" is written at the top.

Photo Shooting

The product shooting also evokes the institutional campaign, with a focus on ingredients and raw materials immortalized in an “explosive” way, as per the concept, to give even more value to the menu and the surprising cuisine of Shi’s.

A close-up of a gourmet dish featuring a steamed bao bun filled with seared tuna, cherry tomatoes, and garnished with a sauce. The dish is served on a ceramic plate lined with a green leaf, with other similar dishes blurred in the background.

An artistic image shows various Asian fusion foods, including bao buns filled with meats and colorful vegetables, sliced cherry tomatoes, avocado, and tortilla wraps with fillings, all seemingly floating and captured mid-air against a white background.

An artistic presentation of various Asian-inspired foods is shown. Fried shrimp, dumplings, a black dish with a dipping sauce, and scattered crumbs are all suspended in mid-air against a white background, giving a sense of dynamic motion and culinary excitement.

Close-up of a person holding a piece of sushi with chopsticks above a small bowl of soy sauce. The person is wearing a brown shirt and has a trimmed beard, focusing on their hands and the sushi, with a blurred background.

Digital Marketing

With email marketing campaigns, DMs and newsletters, Shi’s targets its most loyal customers, further building their loyalty with dedicated promotions, special offers and new menus.

A discount voucher for an Asian restaurant with the text "Congratulazioni per la tua iscrizione... ecco il tuo buono sconto -15%" and instructions for use. The coupon features an image of a fried sushi roll and a bar code at the bottom.

Social Media

On the occasion of the release of the new institutional campaign, social networks are also dressed in new features, presenting the communication concept in its entirety, including sponsorships and organic posts to refresh the feed.

A smartphone with a colorful Instagram feed is shown against a bright red background. The feed appears to contain a mix of artistic images, text-based posts, and photographs, organized in a grid layout. The phone screen is the main focal point.

Launch event

Organized in one of the most prestigious locations of Shi’s, it is a launch event to celebrate the release of the new institutional campaign, with the renewed graphic design of the brand and the widest, most complete and inclusive offering of the format.

The concept “The Asian Restaurand…” is therefore revealed through a tasting journey dedicated to new and loyal customers, public personalities and influencers, where they can savor the food and wine experience of Shi’s between exotic and Italian flavours, tradition and experimentation, AYCE and à la carte menus. la carte, in a context that is as informal as it is exclusive.

Cadeau

A special gift cannot be missing from any self-respecting event. On the occasion of the presentation dinner, to give even more value to the repositioning project, each guest received as a gift a personalized shopper with the institutional campaign, posters with the artist’s subjects and menus in memory of all the dishes created on the occasion of the evening.

A tote bag against a gray background features an image of an Asian woman smiling in front of a colorful backdrop of fish. The text on the bag reads: "shi's The Asian Restaurant and...". The bag has light-colored handles.

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