Yoobi is London’s first temakeria. The concept is an exciting new take on sushi: Brazilian-influenced temaki that are freshly hand-rolled to order in an informal, contemporary environment.
It was founded by two young entrepreneurs with ties to Japan and Brazil, who were inspired by Japan’s finest sushi and the vibrance of Rio’s temakerias. With Yoobi they have brought their own unique temakeria to Soho, London.
Healthy temaki (hand rolls) are freshly prepared and served in front of customers, never pre-made and put in cold fridges. Sushi rice should never be that cold, always room temperature.
To fulfil the long term ambitions of Yoobi, we created a robust brand strategy founded on four key values inspired by the geographical influences: ‘Respect’ from Japan, ‘Playful’ from Brazil, ‘Artistic’ from London and ‘Simpatico’ which is common to all. These values informed every expression of the brand; from the name and tone of voice to the graphic language, photography and distinctive interior.
The name Yoobi is derived from the Japanese word ‘yubi’, meaning ‘fingers’, referencing the way in which temaki is prepared and eaten. The angular form of temaki and the three points of its gastronomic journey inspired a bold and playful graphic language that runs throughout all the printed and digital material and carries a bold presence in store, across bespoke-made stools and tables.
We partnered with London-based interior-architects Gundry and Ducker and Yoobi co-founder Carolina Rodrigues to create a contemporary interior using oak panelling punctuated with an inlaid brass line that playfully follows the contours over the walls and furniture.
The main focal point of the temakeria is a pristine white faceted central counter that encircles the area where the temaki is prepared. Built with the influence of Japanese precision, it creates a strong visual contrast with the warmth of the oak interior. Behind it sits a series of overlapping colourful boards creating a functional yet striking menu system.
Yoobi’s menu boasts an exciting range of healthy, freshly prepared temaki and maki sushi, salads and soups. There are a variety of unusual recipes to choose from classed as ‘simple’, ‘special’ and ‘deluxe’, depending on how adventurous you want to be. Yoobi uses seasonal and sustainable virgin ingredients then adds an unexpected creative twist – such as the Spanish influenced Tuna Tartar or the Japanese pear mixed with 20-hour cured Salmon.
The Yoobi brand aims to demonstrate creativity through everything it does – delivering a complete brand experience, from the delicious food it serves to a memorable instore experience and playful, engaging communications.
Wow! A very comprehensive brand development. I hope to check out this place the next time I’m in London. Exciting.
Quibbles: The website does not transpire the atmosphere as it is shown here and lacks the human touch from the photos. The language in the logo does not seem to match the language used for the signs on the windows. While I am excited about the place and find the photos inspiring I feel that the logo itself is on the weaker side. Are the stools just painted or do the different color reflect the construction? The latter would be clearly superior.
Agreed, the logo doesn’t seem to quite hit the mark. The whole project comes together as a system though, from the furniture, to print, to interior design.
The stools look (just) painted: the edges of where the parts meet can be seen through the green and the black paint. I imagine they’re sturdier & less expensive this way.
I love this refreshing take on sushi and how much flexibility this “origami” type approach gives the brand. The environment/space created for this restaurant is full of great details that tie everything together. The only assets that lack the same magic from my POV were the packaging for the bottles (just not as exiting).
The whole brand compliments the temakeria very well, the angular shapes in the brand are replicated throughout. The multi coloured aspect is interesting as it reflects the fun aspect and the different price ranges of the products.
A cohesive identity design. I think one of it’s success is it avoids the usual japanese clichés that branding a food oultet of this type would descend into and the logo mark is distinct and intriguing enough to inspire further investigation by potential customers, which is especially important in London due to the choice that can be found in this food area.
1. verb Literally, to become cooler in temperature. The brownies just came out of the oven and need to cool down before we can eat them. When it's hot out, the cat tries to cool down by sitting directly in front of the air conditioner.
2. verb To cause something to become cooler in temperature. In this usage, a noun or pronoun can be used between "cool" and "down." A: "Why is there an ice cube in your soup?" B: "I'm trying to cool it down!" Make sure you cool down the broccoli in ice water after you boil it.
3. verb To calm down, typically from anger. Don't talk to your mother like that! Go to your room and cool down! I'm sorry for my outburst—I just need some time to cool down.
4. verb To cause someone to become calmer. In this usage, a noun or pronoun can be used between "cool" and "down." If you insist on talking to your mother that way, I think a punishment is the only thing that will cool you down. That break seemed to cool down James—he's no longer yelling at the staff.
5. verb To become less intensely passionate. I think they just broke up because things had cooled down between them.
6. verb To slow down in preparation for the end of an exercise routine or vigorous activity. Near the end of class, the instructor has us cool down by riding our bikes at a slower pace.
7. noun The slower part of an exercise routine or vigorous activity that precedes its ending. In this usage, the phrase is often written as one word. Is it time for the cooldown yet? I can barely breathe!
1. Lit. to cool someone by reducing the heat or applying something cold. Here, have a cold drink. Cool yourself down. The ice finally cooled down the feverish child. We need to cool off the pudding in a hurry.
2. Fig. to reduce someone's anger. (Reducing the "heat" of anger.) I just stared at him while he was yelling. I knew that would cool him down. The coach talked to them for a long time. That cooled them off.
3. Fig. to reduce someone's passion or love. (Reducing the "heat" of passion.) When she slapped him, that really cooled him down. Seeing Mary was too intense, so Bill cooled himself off by breaking it off for a while.
1. Effect a lower temperature, especially of the body following vigorous exercise. For example, After a race the coach makes the entire team do stretches to cool down, or Let's take a dip to cool off. These phrases date from a.d. 1000 with reference to the weather or cooking (as in First let the eggs cool off). The first gained renewed currency with the exercise boom of the late 1900s.
1. To become cooler: We sat in the shade to cool down. As soon as the pie cools down, we can eat it.
2. To make something cooler: She cooled down her coffee with an ice cube. He turned on the fan to cool the room down.
3. To gradually relax after a period of physical exertion: We walked around the track to cool down after our two-mile run.
5. To cause someone or something to become less angry or contentious: The mediator cooled down the disputing parties. The principal cooled the angry students down.
Available in sizes S-2XL in Merino wool or nylon, each garment features the 3D Bionic Sphere System, thermo-regulating technologies that work together to cool you down or warm you up depending on the conditions you're in.
Then taking them out the fridge and putting them back on is really going to cool you down, isn't it?
uk Featured on the UK version of TV show Dragons' Den, a quick spritz of this will take the heat out of sunburn or simply help cool you down on hot days.
The ice will gradually melt but the cool air coming from the bag will cool you down as you go to sleep.
A broken ECS means no air to cool you down in the summer of the desert heat and no heat to keep you warm in the winter.
This multifunctional fan is perfect for sitting on your desk at work, not only does it have two speeds to cool you down but its design will cheer you up.
Don't strip off and drink plenty of water to stay cool this summer; Basic health tips to help in a heatwave
Featured on TV show Dragons' Den, a quick spritz of this will take the heat out of sunburn or simply help cool you down on hot days.
1. To die while in someone's care or while in someone's presence, as of a person or other living thing. Get the defibrillator—I refuse to let this guy die on me!
2. To permanently stop working, as of a machine. I have to go buy a new blender because mine died on me today.
3. To die while physically positioned on something. This patient died on the table during a routine surgery because he had an undetected heart condition.
1. Lit. [for a patient] to die under the care of someone. Get that medicine over here fast, or this guy's gonna die on me. Come on, mister, don't die on me!
2. Fig. [for something] to quit running for someone. My car died on me, and I couldn't get it started. My CD player died on me, and I had to listen to the radio.