Nozomi
望み / nozomi / n. hope, wish
How does a new restaurant survive during the 2020 pandemic lockdown?
The F&B industry in Singapore was struggling from the stringent circuit breaker lockdowns. Iki Concepts, a F&B company, approached me for its new restaurant chain’s branding. They decided to pivot to a new brand that was more delivery-focused. From these dire circumstances, Nozomi was born as the seed of hope.
I began by analyzing the brand’s competitors, and discovered that most were using a traditional Japanese look (black, white, and red). The category was crowded with restaurants that all positioned themselves as authentic, classic dining experiences. In this challenge, there was an opportunity to stand out. Nozomi became the opposite: light, a touch feminine, and full of hope.
Once restrictions eased, I provided interior consultancy for their Star Vista branch. I guided the client and their interior firm, to ensure that the space was aligned with Nozomi’s branding.
Nozomi became a success, and now has 3 branches since 2020.
