Miyabi, a sushi restaurant in the UAE, came to us for support with their new menu engineering. In a highly competitive market such as the UAE, the brand needed to stand out, recreating their menu design to reflect a fresh and premium look and feel.
Brainstorming lead to a clear direction: artistry with food. We accordingly pinpointed a new approach and style for the food photography which included a 3D effect that made the sashimi, sushi and maki look like they were being captured in the making. This approach helped us create a dynamic menu design that stood out and reflected customers’ preference when ordering from a sushi restaurant. Attention was even paid to the printing and finishing to give the menu a velvety feel that awakens the senses when touched. This transformed the menu into an experience.
The final outcome was a piece of sushi art! The menu journey helped customers discover items that had gone unnoticed on the old menu and contributing to positioning Miyabi as the top of mind go to sushi place in Dubai.