ico on their website describe their latest project Yoobi:
It was important that the brand distil the essence of trips to Rio and Tokyo, as well as a little of London. Pursuing a robust brand strategy, we identified values that capture the energy of South America, the contemporary artistic flair of London, and the respect of Japanese culture. These values inform every expression of the brand, starting with the name: Yoobi derives from the Japanese word for fingers, yubi – totally apt for food made for eating with the hands.
The angular form of temaki and the three points of its gastronomic journey inspired a bold and playful graphic language that runs throughout all touch points of the brand from a pre-launch hoarding, printed menus and packaging, to all digital material. The visual treatment has a striking presence in store across bespoke-made stools and tables and most impressively a pristine white counter designed by interior architects Grundy and Ducker.