The guys at KellyDeli came to us with the name ‘Happy Tokyo’ and a vision to create a new, really inclusive Asian grab-and-go eating brand.
A core belief of the brand is that eating great food can really benefit your wellbeing. Inspired by Japanese typography, we created two smiling characters within the logo to reflect this joy. The smiles evoke a super friendly brand ethos and a warm welcome.
We created the brand standards by fusing traditional ingredients, such as authentic Japanese colours, with manga inspired typography for a fresh, contemporary pace.
The styling system we created is deliberately simple, with cut-out, close up food photography and minimal wording. Key to the brand is it’s adaptability across all of the different European countries it will roll-out across.