Brand Strategy and Storytelling | A group of investors wanted to open an asian fastfood chain in Stockholm, and we were hired to create everything from scratch: name, identity, brand, restaurant design, menu system and meal naming, packaging and launch campaign. To kick it off, we went to Tokyo and ate us through the city. Initial presentations were based on focus group findings and classic planning work – resulting in the proposed name YOI. We quickly elected the hamburger as our main enemy and created a playful, erratic tone of voice to blend into everything from space experience, take away mugs to online ordering page. On launch day – the venue was packed, and the unusual approach by this asian cross-over fast food thingy quickly became talk of the town. The YOI campaign was awarded in several shows, and won in Epica and Eurobest.

ART DIRECTOR: JOHN JACOBSON

COPYWRITER: OLLE NORDELL

CLIENT DIRECTOR: JOHAN JOHANSSON