Reimagining The Customer’s In-Store Experience (Concepts for Pitch)

How can itsu's overhead displays can be used more effectively to engage customers in a fresh and memorable way. The goal was to create dynamic, visually captivating content that enhances the customer journey, aligns with itsu’s brand ethos of healthy and fast dining, and elevates the in-store atmosphere.

Breakdown of Displays

Understanding the function of each individual display was vital before diving into creative visuals. At a base level the customer has to (a) see a clear menu layout of dishes and prices, (b) believe and trust in the brand’s authenticity and (c) be entertained during any wait time for their order.

Refreshed rotating carousel UI layout creates more product ‘sensory’ impact while also highlighting health benefits, a key selling point of istu’s unique fast food offering.

The bento design system allows for quick transitions between direct menu messaging and lifestyle storytelling.

Opportunity in the Delay

For those waiting for their order, or perhaps queuing on their humpday lunch break… the triptych display setup created space for the occasional break in menu layouts. Wriggling noodles, rolling bao buns, swimming soy fish – adding this flourish of brand character serves as a great talking point and a memorable aspect that falls perfectly in line with itsu’s already existing lighthearted, refreshing TOV.

Referencing Culture

Having stayed in Japan long-term in the past, I’m very aware of how their brilliant rail network connects beautiful parts of their country. As a bi-product, the windows offer perfect postcard-style framing for their stunning landscape.

Using this window, stores could potentially personalise the ordering/pickup experience even further – picturing customers waiting within various rotating serene Japanese scenery.