Kasai is one of Stockholm’s most talked-about Japanese dining experiences. When the Kasai Group wanted to reach a wider audience with a more accessible and compact version of the concept, Kitchin by Kasai was born—and FRIMA was commissioned to give it its own identity.
The challenge lay in striking the right balance: preserving Kasai’s spirit and sense of quality, but presenting it in a more streamlined format with its own distinct style. Kitchin was meant to feel like part of the family—not like a copy. A younger sibling who inherits the attitude, not the clothes.
It’s a more difficult exercise than it sounds. If you tone it down too much, it becomes watered down; if not enough, it’s just a cheaper version of something more expensive. The answer wasn’t in simplifying Kasai, but in letting Kitchin have a life of its own.
FRIMA developed a new visual identity that blends modern aesthetics with digital innovation. Much of the visual style and motion graphics were created using AI-generated imagery—a bold, dynamic look that makes Kitchin instantly recognizable in social media feeds. This was a deliberate choice: people usually encounter Kitchin on their phones, on the go, with their thumbs at the ready. So the image has to grab their attention in half a second.
The overall package includes brand strategy, identity, visual style, and the website—a complete toolkit that makes it easy to ensure consistency in communication across every channel.
The result is a brand that stands firmly on its own while also drawing on the Kasai family’s visual heritage.
