TORONTO — Last week, just nine years after opening its first location, popular Japanese ramen brand Kinton Ramen formally launched its new logo and first-ever tagline, “Respect the Slurp.”
Since introducing its signature pork ramen to Toronto, Kinton Ramen has expanded its presence — opening more than 22 locations across Canada and the U.S. — and its menu. The chain is now serving a variety of ramen offerings, including chicken and vegetarian broth. Despite the impact COVID-19 has had on the restaurant industry, Kinton Ramen made strategic pivots and opened two new locations in University of British Columbia’s Vancouver Campus and Woodbury Common Premium Outlets in New York. COVID-19 also fuelled the move to expand into several ghost-kitchen concepts: ABURI BUNZ, Tokyo Sando & Chicken, Hashiya Japanese Pasta Bar and JapaSando & Co.
“With this growth, we felt that we needed a logo refresh,” says Stella Yu, director of Marketing at Kinka Family.
Once represented by its iconic pig logo, Kinton Ramen was eager to introduce its new logo and tagline as more than just a re-design. “While our pig logo will always have a special place in our hearts, we wanted to have a logo that was still rooted in the Kinton Ramen and Kinka Family brands, but was inclusive of all our audiences that we serve,” says Yu.
Together, the new logo and tagline represent and re-affirm the company’s mission as well as its ability to adapt, evolve and align itself with changing consumer needs. “We are symbolically recognizing a new year with a new logo, a new tagline and the evolution of the Kinton Ramen brand as a whole,” says Yu.
To get the word out, Kinton Ramen has collaborated with several influencers, hosted a giveaway for one year of free monthly ramen and ensured logos have been updated across its websites and all communications including in-store posters, newsletters and menus.
Customers can take part in the celebration by purchasing a T-shirt with the “Respect the Slurp,” tagline through an online-ordering platform and utilize stickers and GIFs of the new logo and tagline on social media.
By Caitlyn Robison