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.