Musubi Modern Japanese Kitchen
Musubi is a Japanese healthy brunch destination with customer satisfaction oriented, offering a cosy and warm dining experience through positive resources that aims to create a homey atmosphere.













BIO
Musubi is a Japanese healthy brunch destination with customer satisfaction oriented, offering a cosy and warm dining experience through positive resources that aims to create a homey atmosphere. Located in Canggu, Berawa, Bali, Musubi developed by one of the famous Japanese F&B group in Indonesia called Kaminari Group.
THE CHALLENGE
As a newcomer in the market, Musubi needed to establish itself into a credible contender in the competitive Bali market. The challenge was to help Musubi to find a complete look of Japanese cuisine market evaluation in Bali. While, also help them to create a new brand and identity even after the owner has named it before coming to us. To match its identity of being Kaminari Group line extension, the business needed to catch the eye of customers through a market research evaluation and new brand identity to complement its core business value.
BRANDING
Once the information foundation was in place, we then constructed a logo and various brand elements to help bring the story to life. Musubi is the old way of calling the local guardian God. Musubi has profound meaning, such as tying thread, connecting people and the flow of time. In which we considered all of these meanings as the God’s power. In an asian culture, we are taught to always be grateful to God who gave us a lush landscape to grow food and also respecting people who provide and prepare the food for us. Usually, people eat together and share plates with family and friends. The activity of having meals together is extremely important because those are the time where we share stories and spend time together. This bond between people and food are the core idea of Musubi. All of these figures above are the most important elements to create the foundation of Musubi’s identity.
RESULTS
With the delivery of the marketing evaluation research as well as a new brand aesthetic that Humana Agency provided. The market evaluation findings and speaks to the situation that Musubi needed to assess the most suitable actions in order to target and reach the right audiences. Likewise, the new brand identity able to attract wide demographic, in which resonate with the name as well as the visual look of the logo and elements from marketing collaterals to many other various brand.