Yume Umē Japanese Kitchen Identity

Based out of Gainesville, Florida, Rolls n’ Bowls is a made-to-order Japanese kitchen. In need of a new identity — one that could accentuate its strengths and propel the company from local stronghold to national franchise — Rolls n’ Bowls called on 160over90.

Upon developing a concept that focuses on customers’ ability to create the most unique sushi rolls, salads, and rice bowls they desire, Yume Umē was born. In addition to this new name and identity, 160over90 created a logo, website, menu, and campaign pieces by the project’s end.

Japanese for “Delicious Dream,” Yume Umē now emphasizes the role of imagination and creativity in the experience at Yume Umē, where “Imagination is Edible.”

Design Agency: 160over90
Creative director: Stephen Penning
Copywriter: Kyle Arango
Designer and illustrator: Kelly Dorsey
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