CLIENT: YOI – ASIAN FAST FOOD RESTAURANT


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 platforms, restaurant design, menu system and meal naming, packaging concept and launch campaign.

To kick it off, we all went to Tokyo and ate us through the city for a week.

Then we labored hard thru the fall in order to meet the hard dead line of the launch. 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.

Communication wise, the YOI campaign was awarded in several shows, such as Epica and Eurobest.


ART DIRECTOR: JOHN JACOBSON

COPYWRITER: OLLE NORDELL

CLIENT DIRECTOR: JOHAN JOHANSSON

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