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Project: "“Yoshinoya”"
Company:AS Design Service Limited
Designer(s): Four Lau (Creative Director) , Sam Sum (Art Director) - AS Design Service Limited , Hong Kong
Category: Interior Design, Professional
User's Profile : User's Profile

Entry Description: “We want customers to understand (the image) at the first glance, being simple and direct would make more sense.” Positioned at a rapidly growing market, fast food corporations often targeted at the younger generations. Designers deliberately used the most direct and simple interpretation to demonstrate the image as innovative, apparent, and young. Designers Four Lau & Sam Sum used “Home” as the core design element to build a “Chic Home”, presenting the brand image as young, energetic, and warm. The shape of “House” created a marker that makes the customers easily associated with the new image “Home”. Yellow pillar structure, orange geometric triangle patterns, and levels of distinctive colors have become the new image elements of Yoshinoya fast food chain. High malleability and varied house-shaped design could link different areas and makes the spaces more stereoscopic. The design of geometric triangles on the wall creates a diversity of design styles, was inspired by Japanese origami. It makes the “Home” vivacious and creates a relaxing and lively environment for dining. Using giant Japanese chopsticks, Japanese wooden plate menus and Japanese roof tiles became the feature of traditional homes and a variety of combination of diverse elements. The design of traditional Japanese chopsticks and wooden plate menus created experimental and playful design effects. This new emblem has to be simple and easy to understand, while leaving a deep impression and high malleability, varied and interesting.

About the Designer/Company
AS Founder Four Lau & Sam Sum: AS represent aesthetic & stylish - “an aesthetic team created stylish design works” With vast imagination, great market sense and determination to work together and achieve results with clients, AS design has grown into one of the most anticipated upcoming design firms in Hong Kong. AS design and its team are expertises in providing professional and comprehensive design services to international brand labels in Hong Kong & Mainland China as well as south pacific region. Our strength lies in images renovation for business and corporate, with an aim to assisting brands to stand out and become globally renowned. By providing an appropriate yet high end image to our target clients, our creative sense will certainly help bring our client’s business to a next level.