Yusho

From the restaurant's inception in 2011 to 2014, Pretty designed and communicated in public for Yusho, one of a series of innovative restaurant concepts setting a toehold in Chicago's Avondale neighborhood. Executive Chef Matthias Merges, fresh from 15 years of experience as Chef de Cuisine for Charlie Trotter, imagined an elevated izakaya with balanced cocktails and Chicago-meets-Japan small bites. For the restaurant's website, our typography and imagery conveyed that mixture of urban lives with a mélange of typefaces culled from Chicago's bawdy early 20th century and Tokyo's sense of harmony and calm.

Yusho's site is a riot of color and motion, to reflect its roots in urban Japanese advertising.
Typography is still and calm, but rendered in a hierarchy of color leading the eye through item, description, and price.
A background image blending Chicago and Tokyo, and typography developed for Ramen Battle.
A video game's worth of color and typography for Yusho's New Year's Eve celebrations in 2013.
Railyards & lanterns in the background, shot through with light and brilliant color for a sake tasting.
A background image blending Chicago and Tokyo, and typography developed for Ramen Battle.
Chef Merges own brilliant food photography often sets the stage for specials, and always with a central medallion over it, ready for social media shares.

Project categories: Brand Development, Messaging, Web & Mobile

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