ЁЮ여유 — Bistro and delivery of Korean street food

•

Research and Analytics / Positioning Strategy / Visual Brand Identity

2023

In Korean, «yoyu» means «excess, something extra» and «to possess yoyu» means to be collected and relaxed at the same time. Therefore, to be in a state of yoyu is to be in a resource, in a moment of complete happiness. It is something beyond the norm that brings one to the perfect feeling.

With this message, the brand's signature brand-personage appeared — with a positive and friendly character who understands, supports, shares your interests and tastes. He is your friend. He's easy, comfortable and delicious to be with. He is often with you — after all, many moments of life are accompanied by your favorite food: with him you can watch a dorama or have a house party. This is a story about time together: there's friendship, fun, caring, and intimacy in the moment. And «YoYu» offers you a simple thing — «let's eat», because it tastes better together.

The character is derived from the Korean letter in the name, he is playful and emotional. Visually, the project refers to Asian culture with its overabundance of colors — motley comics, signs and anime. And, of course, bright flavors.