YUM is a fictional sushi restaurant located in Liverpool’s Baltic Triangle. It’s modern and trendy bringing a fresh outlook an the sushi dish, while its nature of being a small local spot provides handmade authenticity. Inspired by other restaurants of the same nature such as Yo Sushi and ITSU, YUM’s key demographic is young people and food lovers alike, while it being a small business providing carefully crafted hand made food. when designing YUM’s brand identity the main goal was to create an image that would speak to the younger generation, being trendy but also timeless. the design would also attract lovers of Asian food and people looking to grab a quick bite to eat while experiencing something new.
The identity created is dynamic, with the logo’s simplistic nature being morphed into different imagery, thus reflecting the casual nature of the restaurant.
Animated Logo
I created this animated logo in Procreate by hand drawing each animation cell. this is the first thing a customer sees when opening the app eluding to the playful nature of the restaurant due to the cartoonish animation. As YUM is a small local business I purposely made the animation hand drawn, as although this detail would possibly go unnoticed to the average consumer, it subconsciously adds to the hand made image of the restaurant. As someone passionate about animation and illustration I also enjoy adding personal touches like this to my work where I find it would elevate the project.
Menu App
YUM’s menu is an app bringing the restaurant into the 21st century and providing convenience to the customers and the staff of the restaurant. the design of the app values user experience above all else with the layout being simple to understand. the overall visual design of the app takes a back seat here to let the food speak for itself. however, though the brand identity is simplified in the app, small and tasteful additions of colour palate, illustrations and animations are still present to make the app a recognisable asset of the brand identity. the app was created using Figma, with this video providing a quick demonstration of its functions.