YO! was looking to create an impact with its Boxpark restaurant launch, which set itself apart from the main brand with its quirky street food menu and appeal to Gen-Z fans of street food.
Tasked with creating the look and feel, I looked at the origins of the food, which was inspired by Japanese bentou found on bullet trains in Tokyo. I created a stamp style logo to mimic the stamps you can collect from any Japanese train station. Each bullet train station features within the packaging pattern, a nod back to the origins of YO!.
The menu is printed on recycled brown paper to compliment the look and feel of YO! Boxpark.
My role was Creative Director, working closely with the internal teams to make this come to life.
