Yokō

The challenge

As a newly conceived brand, Yokō did not have a defined visual identity. The goal of this project was to craft a cohesive and meaningful brand language that could reflect the café’s dual nature, translating it into a consistent visual system, including the menu, that conveyed both minimalism and warmth.

My approach

The project began with a research phase, where I brainstormed keywords related to both urbanity and slowness. I gathered inspiration from iconic Japanese minimalism, including architectural references characterized by functional spaces, intentional design, natural materials, and carefully studied compositions.

For the branding, I aimed to merge traditional Japanese aesthetics with a modern, bold twist, ensuring Yokō would stand out in an urban context. I balanced the café’s dual character by using clean, symmetrical layouts, delicate sans-serif fonts, and spacious compositions to convey calm, while introducing a vibrant, unconventional color palette with pops of yellow and a secondary serif font to evoke dynamism and energy. The visual identity includes primary and secondary logos, a color palette, typography, patterns, and the menu design. The menu followed a clear, linear layout that reflected the brand’s minimalistic yet lively personality, ensuring a functional and enjoyable user experience.

The result

The project successfully established a cohesive and recognizable visual identity for Yokō, positioning the brand with a clear, distinctive personality. The branding and menu design translated the café’s dual character into a consistent visual language that can be applied across all touchpoints. The result is a brand that stands out from competitors, remains coherent and reproducible across media, and communicates its unique character with clarity and impact.