Suntory Lounge Eagle Case Study
Redefine the value of history and space, established in 1966, to lower the barrier for young, new customers.
Suntory Lounge Eagle, which has maintained the atmosphere of a classic bar in the basement of Shinjuku since 1966. In response to challenges such as changes in the surrounding environment and the need to break away from the existing image of a "reasonably priced good restaurant," we redefined the store's true value through the creation of its official website and business cards. We have consistently supported them, from building a digital experience that lowers psychological barriers to currently unifying in-store tools such as menus.
Case Summary
Customer Name
Suntory Lounge Eagle
Project Details
Redefining brand value, official website production (scroll animation implementation), business card production, in-store tool (menu, etc.) development
Purpose
Branding for an established classic bar, value proposition adapted to the times (contributing to appropriate price revisions), and acquiring new, younger customers.
Situation
The business is recognized by its regular customers as a "traditional bar with reasonable prices," making it difficult to raise prices or attract young new customers. Additionally, renovation work in a neighboring building has reduced access to and visibility of the basement establishment.
Production period
About 4 months
Flow of cases
STEP
01 Task
Customer's challenge
Loved "reasonable prices" become a hindrance. Obstacles include a lack of awareness and difficulty in proposing value that aligns with the times.
We have been loved for many years as an authentic classic bar in a prime location in Shinjuku where you can experience the extraordinary. However, centered around our regular customers, the image of "a good, inexpensive place" had become firmly established, making it difficult to implement appropriate price increases in line with the times or attract new, younger customers. Furthermore, despite our prime location near Shinjuku Station, our store is located underground and is difficult to find. In addition, due to construction work on the adjacent building, the passage that was previously visible has been closed off, presenting us with the critical challenges unique to brick-and-mortar stores, such as obstructed access and visibility.
02 LH Method Strategy Development
Organize current status and challenges (Organize current status and challenges, and commit to realizing the vision)
Redefining the value of "space and services" through our company's own initiatives, independent of external information.
Since Mr. Eagle has received a lot of media coverage and there was abundant information online, he did not have his own official website. Therefore, Lionheart aimed to go beyond the superficial perception of simply being a "reasonable, old-fashioned bar" and redefined the "attraction of the space and service" – the retro interior that has been carefully built up since its founding and the authentic classic bar experience that makes you forget the hustle and bustle of the city center. We developed a strategy to propose values adapted to the times that would resonate with a younger audience.
03 LH Solution Implementation Support
Solve the problem (Solve the problem with LH solution)
A web-based "stairs to the basement" visual to lower the psychological barrier to entering.
The official website carefully conveys the genuine value woven by Eagle's history. Furthermore, to address the challenge of accessing our "underground store," our biggest feature, we implemented a unique scroll animation that simulates the experience of descending stairs as the user scrolls down the page. By allowing users to experience the sophisticated atmosphere of the store online before opening the door to our basement, which can feel a bit intimidating in real life, we lowered the psychological barrier for young, new customers through the power of design. We also created a new business card to serve as the face of our brand.
04 LH Solution Execution Support
Continue to commit to achieving the vision (responding to changes in circumstances)
To allow customers to experience brand value in person, we will develop unified tools such as store menus.
The introduction of the website and business cards has given shape to the brand value that Eagle, Inc. truly deserves. Our clients have also expressed their delight in seeing the brand's value visualized. Currently, we are proceeding with the production of various store tools, including menus, to unify the worldview and appearance created on the website throughout the entire store. We are continuously supporting Eagle, Inc. in enhancing its brand value so that it will continue to be loved in the next era.
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