Onokabe is an all you can eat business restaurant that is under Boga Group. What makes Onokabe different from other all you can eat restaurant is their understanding towards the diversity of taste and preference that everyone might have. To solve the problem, they created both suki and grill as their cooking medium with different menus changing every once in a while.

FIELD:

naming, character, brand implementation

By combining both Japanese and Javanese culture, Onokabe has created a brand new concept of ‘all you can eat’ experience.

By combining both Japanese and Javanese culture, Onokabe has created a brand new concept of ‘all you can eat’ experience.

The name behind Onokabe itself was taken from the Javanese language that when translated has a meaning of “everything is available”. Here is where the quirks and fun tone of voice come in – Hatch playfully made the Javanese language as if it’s Japanese due to the similar pronunciation. Hatch also created a sumo character to reveal more on the Japanese culture and to communicate that Onokabe loves high-quality food like sumo wrestlers do. 

Implementation

Hatch then implemented the visual elements together to create a supergraphic for the brand that can be easily applied to its outlets, stationaries and uniforms – creating a distinctive and recognisable brand. The fun and quirky tone of voice was also implied in other interactive facilities such as; kids playing room, chair message in the waiting room etc.