Yo! Sushi appoints Large brand guardian

Large Design has been appointed brand guardian of Japanese fast food restaurant Yo! Sushi to strengthen the brand’s original values.

The consultancy will learn within two weeks if it is successful in a three-way pitch to redesign the company’s website.

Large, which is commanding an undisclosed five-figure fee for the work, is producing a set of brand guidelines and a “look book”, detailing company initiatives such as branded underwear and soft drinks. It is designed to encourage staff to think seriously and positively about the brand, says Large creative director and co-founder Lars Hemming Jorgensen.

Yo! Sushi refuses to disclose the identities of the other groups involved in the website pitch.

Jorgensen thinks it is unlikely that the original Yo! Sushi identity will change.

He says, “The marque itself is great, but the way it has been implemented has let it down. After the original logo was created, Yo! hired an in-house team to do the day-to-day [design] work.

“The identity ended up with a mismatch of colours that diluted the brand. With the brand guidelines we are trying to get back to the original Yo! look.”.

The consultancy will work in a consultancy role, including advising on packaging graphics and licensing agreements with supermarkets such as Sainsbury’s.

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