ico Design Partners Limited

Yoobi Branding

Yoobi is London’s first temakeria, taking its inspiration from Brazil, where Japanese émigrés have made temaki a firm favourite. 

Brand values were identified that capture the energy of South America, the contemporary artistic flair of London, and the respect of Japanese culture. These inform every expression of the brand, starting with the name: the Yoobi name derives from the Japanese word for fingers, ‘yubi’, perfect for food eaten with the hands. 
The angular form of temaki and the three points of its gastronomic journey – London, Tokyo and Rio – inspired a playful graphic language that runs across every touchpoint of the brand, from a pre-launch hoarding to printed menus, packaging and digital material. This language continues in store with bespoke stools and tables and a sculptural counter designed by interior architects Gundry and Drucker.

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