Curry and Anime on the bridge:
On the Bridge is an adorable is a family-owned place hidden on the pedestrian bridge. It is famous for its untraditional “Eurasian-inspired” curry. While you are waiting, read some comic book or watch some anime!
"I get inspiration from my everyday life."
– Hayao Miyazaki
Attract customers and increase awareness in a competitive restaurant row.
San Francisco Japantown is famous for its restaurants row. There 12 Japanese restaurants on the same street, and total 20+ restaurants in the japantown. To stand out of these restaurants, offering good food is not enough, unique branding and memorable experiencing are essential to win the customers.
Branding the restaurant as "On the Bridge Express." Selling the idea of taking the On the Bridge Express to the world of anime.
- Animation attracts a certain group of audience.
- The restaurant locates on a sky bridge. Dining in the restaurant is like seating on the train carriage because of its narrow space.
- Base on the big idea, escaping from daily life and diving into a world of anime, Some elements, train, curry, and animation would make the branding impressive.
One the Bridge is a cozy and price friendly restaurant, a punch card is an attractive way for target users. I design the punch card like a train ticket to follow to enforce the main idea.
To emphasize the train idea, the restaurant signage is designed as a train stop sign.
Illustration credit to an amazing illustrator, my girlfriend Jiani Ma
I sketch down some initial ideas and layouts. I tried to capture rectangle shapes in daily life, which is similar to the train shape. Also, I combine the well-known animation characters which attract the audience's eye and express the subject straightforward.
Combine with animation elements, I made the characters sit in the on the bridge express. These ads will spread on social media including Facebook, Instagram, etc.
One day I was hanging out around the North Beach. I find a perfect spot for distributing ads.
Website is the central exposure spot. When users hover over the elements (train, sun, bridge), it will show the short animation.
The restaurant space is very narrow. It is inconvenient for both customer and waiters walking through. And another advantage is the customer could watch the animation on the iPad.
To make the ultimate dining experience, it will be large in-store displays simulating the train. The screens show the running landscape from San Francisco to the world of animation! All the anime characters will show on the screen.