London agency &Smith has refreshed the branding for Yo Sushi, creating a new look and feel that centres around the concept “This is Tokyo.”
Using reference points from anime and manga culture, the agency developed new images and patterns that aim to highlight the “authenticity of the dishes on the menu.” Kanji script elements were added to the menu, with each section and dish now using names as they would appear in Tokyo. The new designs are used across all touchpoints including A-boards, menu boards, interior graphics and window wraps.
“We wanted to give everyone a taste of what’s going on in Tokyo right now,” says &Smith director Dan Bernstein. “That’s where the zine/newspaper menu idea came from. It gave us the chance to show some nice snippets of art, fashion and music alongside their food. The idea is that the editorial content will change four or five times a year.”
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Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.