Yen Social

Inspired by the traditional craft of yakiniku, the overarching concept for YEN SOCIAL seamlessly fuses elements that celebrate the art of grilling. The interior design and brand attributes work in harmony to evoke the meticulous nature of the grilling process, creating an inviting atmosphere that pays homage to this culinary tradition.

The graphics reflect the restaurant’s main theme, featuring a hand-painted font for the logo and the playful, undulating word “Social,” which imparts a youthful, cheeky vibe. This lighthearted approach is echoed in the various graphics and collateral materials, adding a touch of fun to the overall ambiance of the restaurant.

YEN SOCIAL is an extension of YEN YAKINIKU, an upscale and intimate dining experience offering the finest cuts of meat grilled to perfection by each party’s personal chef. The brand embodies the artistry of grilling, which is manifested in the decor, branding, and customer experience. The logotype combines a free-spirited “YEN” with calligraphic swirls of the word “SOCIAL,” introducing a fresh touch to a contemporary dining experience inspired by the way of yakiniku.

Creative direction and customer experience by Hot Design Folks. Branding assets development by Jay-L