The Challenge
When the pandemic closed dining rooms, Kinka Family's relationship with guests moved to takeout, delivery, and Instagram. Without the in restaurant experience, both brands lost their primary point of contact. Instagram became the only space where the group and its guests met, and that space needed a format guests would choose to use on their own.

The Strategy
The brief called for a way to stay connected with guests on Instagram. GIF stickers were proposed as the answer, shifting guests from viewers to participants. Every Story featuring a sticker becomes guest-generated content: a channel for direct feedback and a library of authentic material for future advertising.

One system, two voices. A shared set of rules held both brands together: the logo at the center of every sticker, a palette limited to each brand's key colours, and a single accent reserved for hearts. Within those rules, each brand kept its own character.

Kinka Izakaya. Izakaya culture was carried through its objects, with sake and festive garlands framing playful takes on the logo. The brand's symbol was also developed into stickers of its own, extending the set beyond the wordmark. The palette stayed strictly black and white, with pink hearts as the only accent.

Kinton Ramen. The logo was paired with single moments from the meal: chopsticks lifting noodles, a Japanese "Arigatou gozaimasu," a simple "I love it." Black and yellow with touches of white formed the base, with red hearts as the accent. Stickers combining the logo with food delivery partners supported the delivery promotion running at the time.

The Outcome
The Kinka Izakaya set has received over 4.1M views on GIPHY, led by a single sake sticker at 2.8M. The system gave both brands a presence inside guests' own Stories, extending brand consistency into content guests created themselves and adding a lasting tool to the group's social media toolkit.

Kinton Ramen stickers were designed for the brand's previous identity, prior to its rebrand.

KR
팬데믹으로 매장 영업이 중단되면서, 킨카 패밀리와 고객이 만날 수 있는 공간은 인스타그램이 유일해졌습니다. 고객이 직접 사용하고 싶어지는 소통 방식을 찾는 과제에 대한 답으로 GIF 스티커를 제안하고, 킨카 이자카야와 킨톤 라멘 두 브랜드를 위한 스티커 시스템을 설계했습니다. 모든 스티커의 중심에 로고를 두고, 각 브랜드의 키컬러만 사용하며, 하트에만 포인트 컬러를 허용하는 공통 규칙 안에서 두 브랜드의 개성을 살렸습니다. 킨카 이자카야는 사케와 가랜드 소품으로 이자카야의 분위기를 담고 브랜드 심볼까지 스티커로 확장했으며, 킨톤 라멘은 라멘을 먹는 순간과 짧은 인사말을 로고와 함께 풀어내고 배달 플랫폼과의 프로모션 스티커도 함께 제작했습니다. 킨카 이자카야 스티커 세트는 GIPHY에서 누적 410만 뷰 이상을 기록했으며, 사케 스티커 하나가 280만 뷰를 달성했습니다.