YO! BOXPARK BRANDING
Branding for the new Boxpark Croydon YO!.
YO!'s Exec Chef Mike Lewis, finds inspiration for his dishes on the streets of Japan. On his last trip to Japan, he found Boxparks signature dish, the Katsu Sando, in a train station kiosk. Using the dishes as inspiration for the branding, I used the origin story to create a stamp style logo that could easily be found in any of the train stations in Japan.
Each shinkansen (bullet train) station features as a pattern on the greaseproof paper and the stamp is used across the packaging and menu, linking in the theme of discovery and trains.
I adapted one of the stations to feature East Croydon as a secret nod to Boxparks location.
The Menu is printed on recycled brown paper to compliment the look and feel of YO! Boxpark. A Simple menu thats easiliy adaptable, which will allow YO! Boxpark to grow as it's menu constantly changes.
Uniform design for Boxpark featuring the stamp logo.
The interior, hones back to Japanese street Izakaya's with hand painted panels in Japanese. I hand painted each sign with YO! style messaging in Japanese. "Izakaya's rock", "Kanpai", "Delicious Sake" and other relative copy is featured on the planks, which fits in with the branding.
Hand painted Menu Boards allow the customer to easily order from the extensive menu. These can be updated by the staff to ensure that the menu is as fresh as it can be.