Joy Yee Noodle
Title 01
Working with Kee Chan of Key Concepts we we tasked with developing an identity that would unite the popular restaurant's multiple Chicago locations and provide a template for scalability. The identity included a new logomark, signage, sustainability considerations for new takeout packaging, and employee apparel. Additionally, the Chinatown location's new Smoothie Station expansion required a sub-brand for a walk-up window where on-the-go customers could order bubble teas, tapioca, and fresh fruit freezes.
Title 02
The restaurant had built a beloved reputation and gained notoriety for its extensive menu options and hearty portions. A go-to spot for to-go, Joy Yee's business was booming but there were no unifying elements between locations. The goal of the new identity was to provide a bold, unmistakable brand that would tie each location together and support future expansion by providing a brand system with built-in scalability.
Due to the high volume of take-out orders generated by all locations, the aim was also to reduce plastic waste by incorporating re-usable bags, bamboo cutlery, and eco-conscious beverage containers.
Title 03
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Primary and secondary brand identity
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Print design
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Packaging design
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Sustainability sourcing
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Apparel
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Title 01
Joy Yee's menu is famously extensive with its volume more closely resembling an epic novel than a restaurant's daily offerings. They have a lot of food and they give you a lot of it. We wanted the logomark to instantly signal the delicious Pan-Asian food they are known for and make a bold, graphic statement that would create instant recognition.
Title 02
The Smoothie Station expansion required a separate identity that would convey its (almost equally as extensive menu of) bubble teas, tapioca, and fruit freezes. The marks share a base color palette to maintain cohesion with the parent brand.
Project Year 2009
Working with Kee Chan of Key Concepts we we tasked with developing an identity that would unite the popular restaurant's multiple Chicago locations and provide a template for scalability. The identity included a new logomark, signage, sustainability considerations for new takeout packaging, and employee apparel. Additionally, the Chinatown location's new Smoothie Station expansion required a sub-brand for a walk-up window where on-the-go customers could order bubble teas, tapioca, and fresh fruit freezes.
Title 01
Title 01
The restaurant had built a beloved reputation and gained notoriety for its extensive menu options and hearty portions. A go-to spot for to-go, Joy Yee's business was booming but there were no unifying elements between locations. The goal of the new identity was to provide a bold, unmistakable brand that would tie each location together and support future expansion by providing a brand system with built-in scalability.
Due to the high volume of take-out orders generated by all locations, the aim was also to reduce plastic waste by incorporating re-usable bags, bamboo cutlery, and eco-conscious beverage containers.
Title 01
-
Primary and secondary brand identity
-
Print design
-
Packaging design
-
Sustainability sourcing
-
Apparel
-
Title 01
Joy Yee's menu is famously extensive with its volume more closely resembling an epic novel than a restaurant's daily offerings. They have a lot of food and they give you a lot of it. We wanted the logomark to instantly signal the delicious Pan-Asian food they are known for and make a bold, graphic statement that would create instant recognition.
Title 01
The Smoothie Station expansion required a separate identity that would convey its (almost equally as extensive menu of) bubble teas, tapioca, and fruit freezes. The marks share a base color palette to maintain cohesion with the parent brand.
