Our studio was commissioned to create a new graphic design concept that reflects the gastronomic and culinary diversity of Southeast Asia through a trendy and bold identity for Yūgō, a bento box street food market-inspired shop.

The name Yūgō means fusion, coming together, or combining different flavors and styles in Japanese. It fits perfectly with the bento box principle, where you have endless possibilities to assemble whatever you like in your lunchbox. In terms of design, the geometric shapes often used in gaming are similar to the bento box and its compartments, which is why we used that as a reference for the logo design.

We wanted to create a colorful and cheerful atmosphere, inspired by kawaii and neon vibes, using bright colors to highlight the brand's dynamism and freshness. We also wanted to incorporate current trends, such as gamification, food emojis, and video games, to bridge the connection between millennials, food trends, and Asian culture.