Yugen’s May OMAKASE
Context
Yūgen introduces a new omakase menu each month, featuring seasonal ingredients and new dishes while maintaining the same eight-course progression. Every menu change requires a complete refresh of marketing assets—from photography and video to website content, email campaigns, and social media—to ensure the new experience is ready for launch.
I led the menu rollout from planning through execution. I coordinated content shoots, managed the production of photography and video assets, and developed a cross-channel content strategy to introduce the May menu across social media, email, and the website.
Rather than announcing the menu all at once, the campaign gradually unveiled the experience over several weeks. Individual posts highlighted signature dishes, seasonal ingredients, and Yūgen’s curated wine program, building anticipation while giving guests a comprehensive look at the May omakase.
Menu & website
Updated website and menu for each seasonal menu rollout, ensuring all digital and print touchpoints reflected the latest offerings.
Social Channel
Showcasing the full omakase experience through a structured content rollout of dish spotlights, supported by two dedicated reels exploring our wine & sake pairings and dessert course, led by our sommelier and pastry chef. This approach was designed to extend beyond savory courses, highlight the full progression of the dining experience, and bring forward the human touch of our team—making the content more interactive and social-first.
Email channel
Developed Yūgen’s seasonal email strategy to showcase the evolving omakase experience through a clean, visual-first format. Each email highlighted one or two seasonal courses with compelling photography and short descriptions of each, allowing the food and craftsmanship to take center stage. A consistent footer kept guests informed about new reservation releases and our tailored wine & sake offerings.
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