Asian Master
Asian Master is the story of how a location of the popular Sushimaster franchise in Kokshetau outgrew someone else's brand. The owner wanted more: his own name, a menu broader than sushi, and marketing that worked for his business rather than for the franchise.
We ran a full-cycle project — from a new concept and complete rebranding to the venue's reopening and ongoing, systematic marketing support.
The key rebranding decision was to break out of a single cuisine. Sushimaster locked the venue into sushi, while demand was wider: Korean wings, ramen, bibimbap, tteokbokki, bubble tea. The new name, Asian Master, kept continuity for regular guests while opening up the whole of Asia.
Around this concept we developed the logo and identity, packaging and stickers, a bilingual Russian-Kazakh menu, defined the brand values, and built a loyalty program: cashback, bonus points for reviews, and promo codes tailored to different audience segments.
We backed the relaunch with a full marketing machine: website and social media, targeted advertising, influencers, billboards, taxi advertising, cinema pre-roll videos, promoters and a brand mascot, collaborations and giveaways.
Every channel got its own promo code, so performance was tracked by orders, not gut feeling: we could see the acquisition cost per channel and shift budget to wherever a visit came cheaper. Marketing ran on monthly plans with fixed budgets, owners, and deadlines.
Results
The venue stepped out from under someone else's name with a ready concept, identity, and expanded menu. The reopening wasn't a "sign swap" — it was the launch of a new brand that kept its loyal guest base.
The per-channel promo code system showed the cost of every acquired order — down to a fraction of a dollar per visit. Budget decisions were made on numbers: weak channels were cut, strong ones scaled.
Monthly plans included dozens of activities — from influencers and billboards to cinema videos and collaborations. The brand didn't launch and go quiet; it maintained a systematic presence across every channel in the city.