The problem
When their lease at East Point ended, Jin Shang Yi Pin was forced to relocate to KINEX. Different location, different demographic, higher costs. Running the brand the same way was no longer an option.
What changed overnight
- LocationEast Point → KINEX
- AudienceA different demographic walking past
- CostsHigher, and not going back down
- BrandStill built for the old site
The same restaurant at the same price would have been squeezed. The brand had to earn a higher spend.
The fix
A full rebrand from Jin Shang Yi Pin to JING. The visual identity rebuilt from the ground up. Brand language, in-store atmosphere and pricing strategy all repositioned toward a premium, experience-led audience.
Baseline
+69%
Before, at East PointAfter, as JING
The product didn’t change. The perception did. That was enough. Full documentation available on request.