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Enjoy the moment: Kijitora was reimagined as an all day cafe that showcases the multitude of cat personalities in the core of its identity.

Kijitora is a Japanese-inspired cafe with a few locations in Williamsburg and Manhattan. Specializing in matcha, coffee, tea, but also offering delicious bites of food, the cafe is presented as a cat-themed, cozy space to slow down and “savor every sip & appreciate craftsmanship.” However, the extent to which the brand promise is actually delivered is debatable. Due to the superficial cat-theme applications, the lack of sitting space, often long lines, the experience could feel fast-paced.

The proposed repositioning aims to preserve the promise of enjoyment and relaxation but at the same time provide energy and momentum in a way that maintains the cafe’s unique character during all times of day.

The identity is built around the concept of different cat personalities that are expressed through the logo, color palette, and applications. The illustrations can be be utilized as modular logos, also connecting differently with each of the cafe’s offerings.

Customers are encouraged to mix and match which ‘identity’ they connect with based on their current mood and preferences, acting as an additional way of enhancing engagement.

The identity is built to extend to grab-and-go products and employee garments (such as aprons). For example specialty tea blends draw connections between tea and cat qualities, such as the calm and soothing ‘Lazy Lavender’ jasmine tea, or the more energetic and caffeinated ‘Dancy Mango’ black tea.

Similarly, packaged, “premium” products receive their own unique treatment, creating a two-tiered system of identity, with examples being the signature “Ceremonial Matcha” box, or even extensions to Japanese alcoholic beverages like the more playful “Sassy Sake.”