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Eat, Slurp, Repeat


Eat, Slurp, Repeat

When YUFU wanted our help to brand their new authentic Asian takeaway concept, we were raring to go.

YUFU cooks Asian food, the way it’s supposed to be - using fresh ingredients and no flavour-enhancing chemicals and preservatives. This was the starting point for our creative team who whipped up the name YUFU, a catchy sound reminiscent of the Asian world. 

To make sure everyone, from our own team to theirs, delivered on this commitment to a higher quality takeaway, our strategists developed the Brand Declaration - A set of brand values where we promised: “Food that’s nutritious and flavour-packed, without the use of chemicals and preservatives...bringing it to you in a different way.”

We crafted a visual language that stands out across all applications - from neon signs, to packaging and menus. Taking inspiration from the bright colours of Asia's biggest cities, we created a range of energetic colours as vibrant as the food on offer. 

Our designers came up with a series of playful patterns and elements. A customised set of emoji-inspired icons was created to visually match the diversity of the menu, turning the YUFU brand experience into a feast for the eyes.

We mimicked the iconic brush stroke of Chinese calligraphy, giving it a modern twist and simplifying the font so that it would work easily, no matter the application - print or digital.

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During our first meeting, the creative team at BRND WGN instantly got what our vision was. It is a pleasure to work with the team, and we look forward to developing the brand further together.

Pierre Farrugia - Owner, YUFU

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