Mecha Mecha Brand Standards Manual

Brand DNA

Verbal Identity

Brand Signatures

Visual Elements

Key Visual Element

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Brand DNA

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Where Are We Now

A fast-casual katsu specialty concept, with a curated menu backed by experienced chefs.

Where We Want to Be

A bold brand whose food people crave.

Mecha Mecha brings comfort through wholly satisfying meals and a delightfully memorable dining experience.

Mecha Mecha is trusted wherever it is. Flexible in the menu but consistent in its promise to deliver food that makes you feel.

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Positioning

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Positioning Mecha Mecha as a relaxed and adaptable brand, that is modern in approach with playful nods to its heritage. It is relatable, inclusive, and welcoming to the community.

Unique Selling Proposition

Made Fresh, In-House (Panko, Katsu)

Open (Kitchen, Process)

Customizable/Playful Experience (Mixing and matching food)

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Brand Philosophy

The brand's philosophy answers why our brand exists and how we hope to achieve our vision.

Free to Play: No Rules

Free to Play

Free to enjoy life, free to bite in, free to play!

Eating should be freeing; A time for us to let loose and enjoy – unapologetically savoring all the flavors and textures our food has to offer. There is no right or wrong way to eat - no one to tell us what we can or can’t do. There is just us and an open plate - ready to find the flavors that bring us joy.

*This philosophy applies not just to Mecha Mecha but also carries over to other future concepts.

No Rules

No rules means an openness to explore and experiment. It’s the freedom to combine, create, and challenge. To break conventions and pursue something new. It is unafraid to fail and excited to try what’s next.

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Brand Values

The following are the values for the brand identity of The Brand but are not necessarily its official corporate or operational values.

Cooking with Feeling

Representing our passion and commitment

Creatively Free

Representing our Culture and Mindset

Joyful Service

Representing our Service and Relationships

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Brand DNA Summary

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What do we do and how do we do it?

Mecha brings comfort through wholly satisfying meals and a delightfully memorable dining experience. A bold brand whose food people crave.

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What makes us different?

Made Fresh, In-House (Panko, Katsu)

Open (Kitchen, Process)

Customizable/Playful Experience (Mixing and matching food)

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Who are we here for?

Accessible Hedonists. People looking to enjoy themselves every day. From friends to families, Mecha Mecha delights diners and allows them to indulge without breaking the bank.

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What do we value?

Cooking with Feeling, Being Creatively Free, Joyful Service

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