Founded in 1899, Yoshinoya is a Japanese beef bowl (Gyudon) specialist with a well-established history over a century. Its first store opened in Nihohbashi Fish Market in Japan. Yoshinoya now has over 1600 branches around the globe.

Yoshinoya Beijing approached us to develop a new identity for their in-store level. The brief was to refresh the cliché and old-fashioned Japanese style, like the sakura motif and the 60-year-old thematic visual...etc, while keeping the logo and color scheme untouched.

Starting from their motto – The Best Beef Bowls, we create a set of visual language based on “Rice & Field” and helped to inject an international-Japanese style to the new brand image. The store is rejuvenated with a clearer positioning and the total experience is also uplifted. The new identity was extended through typeface, new supporting colors, copywriting, motif for wall graphic, art direction for thematic photos and interior design.