New bottles

 

Wine Bottles

 

Here are the final versions of my Yo! Sushi bottles, above the full range of wines produced in Adobe Illustrator, Indesign and Photoshop.

Yo! Sushi New York Wall Mural

Yo! Sushi New York

This is my final design (I think) maybe some tweaking may occur after i have shown tutors and classmates depending on what is said. Paul Clarkson (tutor) had the idea to print large scale versions of all the mural designs from the group so producing this artwork in Illustrator ensures that the work will not lose quality. A low res version was print in segments on A3 to give an idea of how well this mural design will work.

Intial Mock ups

I had a few different design solutions I was considering before I had chosen my final design style, here are a few mock ups of my other ideas i was throwing around.

 

 

 

I didn't feel these designs reflected the style I was trying to achieve, plus after talks with my tutors it became very clear that an all 'urban' graffiti styled mural is far more appropriate for my chosen area of New York (Bowery)

 

Yo! Sushi based in Bowery

 

After discussions with my tutor i was told it would be very appropriate to base my Yo! Sushi restaurant in the Bowery area in New York. This is because the culture and visual culture (graffiti) of the Bowery area is very much in keeping with the design style i have chosen for my mural, also the Bowery area is a improving  social and economical place, therefore business in this area would be really good.

A snippet of what is to be...

 

...none other than my wall mural. Here is a teaser of what is to come!

This mural has been an excellent test for me to use my graphics tablet i recently purchased. Although because illustration is not one of my strengths, i have traced over photographs in combination with the use of the stamp filter in photoshop to give me a rough idea of what the final product will look like. Using filters is not what i normally like to do, but was necessary in this instance. After i felt the work in photoshop was adequate, i pulled the designs into illustrator and by using the live trace tool i was able to convert them into vector illustrations, by doing this the work no longer looked 'rough' around the edges but crisp and a very good reflection of the illustration style i have chosen.

Brand Report

When I examined the branding of Yo! Sushi there were many different aspects of this brand I had to consider. The Yo! Sushi brand is very unique and unlike any other restaurant chain of its kind or otherwise. The perceived personality of the brand is a funky, fun transformation of the traditional concept of Japanese food. The Yo! Sushi brand value themselves on giving a healthy new kind of dish to their customers.

The selling points of Yo! Sushi is that it offers a completely new and unique dining experience which is a different kind of food, the way the food is prepared in plain view of the customers and presented on brightly coloured plates on conveyor belts. The conveyor belt gives the customers the opportunity to see the dishes first before choosing one and the uniquely coloured dishes have a chart specifying prices to each coloured plate.

The Yo! Sushi brand is at the top of its competition, this is because of its strong brand identity which is well known and because its customer base seem to stay loyal. This is good for sales as being the biggest and one of the only sushi restaurant of its kind in the U.K. Yo! Sushi’s main target audience would be young customers from around 18 to 25 years of age male or female. These customers would be young ‘trendy’ people who are more likely to eat at Yo! Sushi and fit in with the image of that brand which is fresh, new and funky I believe this is what appeals to the target audience.

Yo! Sushi want to expand their company in more countries and improve their brand by making each restaurant in each City unique buy promoting whichever City that restaurant is in, Yo! Sushi wants to do this by having wall murals and other brand related material such as menus and food packaging to promote that City. The City I have chosen for the Yo! Sushi wall mural is New York, I have chosen New York because I believe it will offer me better design opportunities in this project. After doing my top of the mind branding for New York City I came up with a lot of ideas which could be used in this mural design.  Some of the ones chosen are listed below:

•    Yellow Cab
•    “I love NY” logo
•    Empire state building
•    Celebrities (jay –z)
•    Statue of liberty

The artist style I have chosen is Douglas Alves and I have chosen this style because I believe that this style had borrowed from the style of graffiti which was made popular during the development of hip hop which originated in New York. I believe that when I incorporate some of the ideas from my top of the mind branding such as famous landmarks with this style, then my mural should represent and promote the city I have chosen clearly and without problem.  I also feel that this style is appropriate as it will appeal to the age and culture which I am trying to reach.

Mind Maps / Intial mural drawings development

 

 

Here are a couple of wacom tablet drawings i did to give me a basic idea of layout, composition and colour, keeping in mind the Douglas Alves illustration style and how i wanted to incorporate that into my mural.

Chosen illustrator

http://www.nacionale.net/

After looking at the illustrators on the branding brief, Douglas Alves is one of them which i think would best match me and my idea for the mural and the style which i want to achieve.

 

 

Yo! Sushi brand

\

In my mural i want to keep a familiar brand identity to the one Yo! Sushi has now. In my mural i will try to incorporate the corporate colours which Yo! Sushi use now, these are orange blue and white, i will try and find pantone colours if possible if not i will make best match. 

I have found a website which deals with the branding of Yo! Sushi:

http://www.thinkfarm.co.uk/yo-sushi/brand-conception/identity.html 

Yo! Sushi

Yo! Sushi is a unique restaurant chain which delivers its food in the traditional Japanese conveyor belt style. Yo! Sushi is a completely unique dining experience from the way the food is prepared in plan view of the customers to the way customers are freely able to chose their dish from the conveyor belt, each dish is labeled and coloured this indicates food content and price.