Yoobi

Collaboration helped us create an exciting brand for London’s first temakeria, taking inspiration from the energy of Brazil, the respectful food culture of Japan and the artistic flair of London. These values informed every expression of the brand, starting with the name, derived from ​‘yubi’, the Japanese word for fingers – perfect for food eaten with the hands.

The angular form of temaki and the three points of its gastronomic journey from Tokyo via Rio to London inspired a playful graphic language that runs across the entire brand, from a striking launch hoarding to printed menus, packaging and all online touchpoints. The strong visual brand manifests itself in-store with bespoke stools, tables and a sculptural counter designed by interior architects Gundry and Ducker.