Aussie Beef, Kawaii Style

To align with the launch of their summer campaign, MLA Japan looked to CLD to create a Japanese version of our highly acclaimed SteakMate application. In keeping with the same core features as the original, SteakMate Japan needed to cut-through and provide the best context for Aussie beef in the Japanese market. To do this, a Kawaii style design concept was adopted and themed around the Japanese affinity of Australian culture.

Enter koala surfing on a steak!

Australian cultural elements such as these combined with the light-hearted, whimsical, Kawaii style animations throughout the user experience, made a strong connection with the Japanese user.

SteakMate Japan is a great example of brand innovation and building a campaign around an application. We hope this inspires a future trend of strategic app planning.