Brand strategy, naming, brand design and communication

Yoi is a brand new fast food concept, with the first restaurant in Stockholm. It is the answer for the increasing number of consumers who are looking for a fast but healthier, fresher and tastier alternative to traditional fast food. YOI have blended modern cooking styles from Japan, Korea, Vietnam and Thailand and turned them into one unique, speedy Asian jambalaya with fast service but with slow food qualities. We created a brand platform identity, including brand name, visual identity, interior design, photography and communication. And also a unique ’yoiful’ way of playing with words. The attitude of being the alternative to ’burgers & fries’ was communicated with signs such as the ’No burger area’. The playing with the word YOI along with symbols became a Creative Vehicle for YOI. Now anyone can come up with variations..

Yoi toolbox