teamed up with YO! Sushi to refine their brand strategy and refresh their look and feel.
YO! Sushi is a place where people can experience a true taste of modern Tokyo. The brand idea and menu launch campaign centred around ‘This is Tokyo’ as a concept. So this meant…
1. & SMITH
hero-ed the authenticity of the dishes on the menu. All YO’s food is inspired by Japanese classics, street food or home dishes.
2. The design take cues from anime / manga culture (but translated in a modern way).
3. & SMITH
didn’t have to dumb anything down. We introduced Kanji script to menu and made sure all sections were named as they would be in Tokyo. The launch campaign leads with Japanese dish names so everyone can learn the difference between Takoyaki (octopus filled dough balls) and Okonomiyaki (street food pancakes).
4. YO! are the ears to the ground for what’s going on in Tokyo right now.
Biju’s founder saw an opportunity to create a fresher, healthier bubble tea: brewing every tea fresh, using milk not creamer and ditching the artificial additives. His research led to drinks that are (literally) bursting with flavour and far fresher than those of many competitors. ico Design developed a name and identity that capture this freshness, appealing to a more discerning audience yet also acknowledging that it’s a fun experience.
The result, Biju, is now open in Soho. The store’s interior – designed by Gundry and Ducker – echoes the brand seamlessly, creating a bright, open social space. Social media has seen celebrities and bloggers rave about Biju’s teas, driving up traffic at their first location; hopefully just a taste of things to come.
Anything but a “frozen flake and soggy chips” sort of joint, The Good Fish Co. reinvents the concept of the fish and chip shop by focussing on sustainability and good health.
Drawing on nautical vernacular without resorting to cliché, the identity system uses colour and typography to communicate a fresh, contemporary take on a well-established style. Designed by Swear Words.