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.