KOKAWA

KOKAWA Restaurant – Heritage Brand Transformation

Client Overview & Challenge

Client: KOKAWA Restaurant
Industry: Food & Hospitality / Ukrainian Cuisine
Location: Kharkiv, Ukraine
Project Duration: 6 months + 3 months supervision
Services: Rebranding, Complex Marketing Approach, Facebook/Instagram Ads, Social Media Training

About KOKAWA

KOKAWA is a restaurant with rich traditions in Kharkiv. We created this image, basing on the features that portray a restaurant as a welcoming host eager not only to please every single visitor, but also to create such an ambience that makes visitors crave to become part of the magic of Kharkiv cuisine as well as traditional Slobozhanske hospitality.

The Challenge

The Astar Marketing team was tasked not only with rebranding a well-known restaurant in Kharkiv — a non-trivial challenge in itself — but also with emphasizing the uniqueness of the establishment to local residents and raising its profile among visitors to the city. An important aspect of working with the client was their request for us to train a restaurant employee as an SMM specialist.

Strategic Implementation

Marketing Strategy Development

• Development of comprehensive marketing strategy
• Positioning as a  welcoming host, creating a suitable atmosphere for Kharkiv cuisine experience

Rebranding

• Complete brand identity redesign
• Development of unique memorable logo and visual elements reflecting Slobozhanske culture in modern interpretation
• Clear positioning through slogan: “Legendary, Delish, Kharkiv-like”

Content Marketing

• Development of concepts, ideas, design, and implementation
• Development of social media presence concept (Facebook and Instagram)
• Creation of authentic content and visual storytelling 

Creative Advertising Campaigns

• Development of creative advertising campaigns
• Implementation of Facebook/Instagram Ads 
• Updating of the menu card 
• Redesigning of the online ordering system

Staff Training & Support

• SMM training for restaurant employees
• Three-month supervision and consultation period following project and training completion
• Support during the transition period

Measurable Results

Digital Performance

• 140% increase in target Instagram followers
• 25% growth in online table reservations

Brand Recognition

• Increased restaurant recognition among city guests through Facebook Ads, Instagram Ads

Qualitative Rebranding Results

• Successfully repositioned KOKAWA as a modern restaurant while preserving authentic Kharkiv traditions
• Developed unique memorable logo and visual brand elements reflecting Slobozhanske culture in modern interpretation
• Established clear positioning through slogan “Legendary, Delish, Kharkiv-like”
• Successfully differentiated KOKAWA from competitors through unique cultural identity
• Increased recognition through authentic content and visual storytelling
• Strengthened customer loyalty through preserving traditional values in modern presentation

Staff Development

• Successfully trained restaurant employees as SMM specialists
• Provided three-month transition period support and consultation

Project Scope:Complete marketing strategy development, rebranding, content marketing, creative advertising campaigns, SMM staff training, and Facebook/Instagram Ads implementation with three-month post-project supervision period.