Brand Tone

Premium & Sophisticated, Authentic & Traditional, Passionate & Dedicated, Approachable (for the online store)

Brand Values

• •Quality Supremacy
• •Culinary Craftsmanship
• •Customer Delight/Emotion ("感動" - Kando)
• •Tradition & Innovation
• •Exclusivity & Uniqueness ("唯一無二" - Yuiitsu Muni)

Best Practices

• •Prioritize “Premium Quality” in Language: Always use adjectives and descriptions that convey luxury, exclusivity, and the superior nature of the ingredients (e.g., "finest A5 Kuroge Wagyu," "exquisite marbling," "artisanally cut," "culinary masterpiece"). Avoid overly casual or discount-focused language.
• •Emphasize Heritage and Authenticity: Regularly reference the “secret sauce,” the “Jumbo style,” and the brand's history or philosophy of pursuing “inimitable taste” to reinforce tradition and expertise.
• •Focus on the “Kando” (Emotional Impact): Frame the experience not just as eating, but as a moment of culinary delight,感動 (impression/deep emotion), and satisfaction. Use sensory language that evokes taste, texture, and aroma.
• •Maintain a Respectful and Sophisticated Voice: Even when being approachable (especially for the online store), the underlying tone should remain respectful of the product's quality and the brand's reputation. Avoid slang or overly informal expressions. The language should be clean, confident, and articulate.
• •Visual-Verbal Harmony: Ensure that the high-quality, premium imagery used (especially on Instagram and the website) is matched by equally sophisticated and descriptive copy. The words should enhance and reflect the visual promise of excellence.

Social Perception

Highly Esteemed & Reputable, Aspirational, Trustworthy, Innovative within Tradition, Expensive but Worth It

Copy Examples

• •Yakiniku Jumbo: The Legendary Taste, Delivered to Your Door. Experience A5 Wagyu Perfection at Home.
• •Our iconic Nohara-yaki: A5 Kuroge Sirloin, paper-thin, ready to be swished in our secret, time-honored sukiyaki sauce. An unparalleled melt-in-your-mouth moment of 'Kando'—pure culinary emotion, now in your kitchen.
• •Crafted through decades of dedication, our 'Jumbo Style' is more than just Yakiniku—it's a pursuit of the sublime. Each slice of our A5 Kuroge Wagyu tells a story of quality and passion. What will your story be tonight? #YakinikuJumbo #A5Wagyu #JapaneseBeef #PremiumDining #ArtOfMeat
• •Since 1988, Yakiniku Jumbo has been more than a restaurant; it's a promise. A promise of an inimitable taste, born from the finest A5 Kuroge Wagyu and a secret sauce guarded for generations. We bring emotion to your table, one exquisite slice at a time.
• •Indulge in Yakiniku Jumbo's Legacy: A Special Curation of A5 Wagyu Awaits.