In April 2023, Melbourne welcomed Mensho, the internationally acclaimed ramen empire founded by Tomoharu Shono— a Michelin-recognised chef celebrated for redefining modern ramen culture across Japan and the U.S. The brand’s Australian debut marked a bold fusion of Japanese culinary mastery and Melbourne’s contemporary dining scene.

Votre Group was engaged to lead the full-scale creative direction, branding, and marketing strategy for the launch, translating Mensho’s global prestige into a brand narrative tailored for Australia’s discerning food audience. Working closely with franchise founder Justin, we developed a refined tone of voice, digital presence, and visual identity that honoured the brand’s heritage while introducing an unmistakably Melbourne edge.

Our team curated a complete campaign rollout, encompassing art direction, PR, photography, videography, and digital media. We documented the journey from kitchen to table — capturing the precision and artistry behind every broth, noodle, and ingredient. Through evocative storytelling and immersive visuals, we positioned Mensho’s arrival not simply as a restaurant opening, but as an international culinary event.

To amplify reach, Votre Group developed and launched Mensho’s website and digital advertising infrastructure, ensuring seamless customer experience, intuitive bookings, and brand consistency across all touchpoints. The campaign generated significant momentum, with press coverage in major publications and record engagement across social channels.

The impact was immediate. Within months, Mensho Melbourne was named “Restaurant of the Year” by Broadsheet, a recognition that cemented its place as one of Melbourne’s most talked-about dining destinations.

Today, 2025, Votre Group continues to manage Mensho’s marketing, content, and advertising strategy, evolving the brand as it grows while maintaining the legacy of authenticity, craftsmanship, and storytelling that defines Mensho globally.