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.
Tasked with creating its branding, 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.
