Brand Manager report
The Sushi – Japanese-style raw fish with rice and vinegar was quite a small market in the UK in 1997. Furthermore, most restaurants in the UK certainly didn’t serve their food on conveyor belts! Simon Woodroffe, founder of YO! Sushi, took the risk to be different and opened a conveyor belt restaurant specialising in sushi. The customers loved it and found it fun.
The new brand aim after a recent management buyout is ‘ no two YO! Sushi restaurants or outlets should be the same’ So the idea is to have each outlet, worldwide to have there own individual and unique identity relating to there city. Brand each YO! Sushi into its destination.
YO! Sushi is based around a fast food restaurant , like McDonalds but higher class which narrows the target audience and makes it more important for the whole interior feel to be modern and fresh, as the target audience is mainly 18-25. After the recent buy out the whole company philosophy has changed ‘ No two YO Sushi! restaurants or outlets should be the same’ Which goes back to my views that the location and surroundings play a large amount into the design of the mural. As cities attract tourists of all ages for there landmarks, architecture and culture this means the mural style should be such a distinctive style to attract the younger tourists.
There selling points are unique, the innovative format of a YO! Sushi restaurant gives people the chance to eat in a Japanese sushi bar adapted for the West, enjoying a quality, fast and fun dining experience where customers pick and choose their food from a conveyor belt in front of them. If you miss the dish the first time – wait for it to come round again! and thats how you YO!
From researching into various cities, I have decided Cairo for my location of a YO! Sushi. Cairo hasnt got its own individual vibe like other cities like the night life of Las vegas for an a example but for me personally I feel you go to cairo for the history; the Nile, Valley of the Kings, the ancient parts. People instantly think pyramids, the Nile, Tutankhamun, Sphinx, mummies when Egypt is mentioned. I want my mural to include more of these things, the history behind egypt but bring it to the 21st century with an modern illustrative style. The artwork on the walls inside the pyramids are ancient murals that i feel are really unique, as only the egyptians had burial chambers with these and they told stories about there life. Thats why the pyramids were built before they became pharaoh.
Ive decided to use an existing Ancient Egyptian mural style but adapt the yo sushi corporate style. I saw a connection between the mural hieroglyphics in columns and the yo sushi menu in a column grid system. So im going to recreate Egyptian style vector mural but using the bright colour scheme of Yo Sushi. I will also included a coloured bowl symbol, a fish symbol and chop sticks with the hieroglyphics to enforce the Japanese feel.