YONG

Challenge

YONG needed a shelf-loud identity that could hold its own in a shared food hall next to a dozen other concepts, and translate cleanly from a backlit menu board to a business card to a paper takeout box.

Approach

We anchored the mark on a single, ownable icon, an inked brush stroke with a dragon medallion set inside the O, then built a small, high-contrast system around it: two typefaces, four colors, and one repeating dragon pattern that runs across print, apparel and environmental graphics.

Solution

A confident wordmark, a red-and-blue dragon medallion, a modular print system covering menus, catering, business cards and retractable banners, environmental graphics wrapping the storefront counter, merchandise, and a marketing website tying online ordering, delivery and catering together in one place.

Deliverables

• Primary logo and dragon medallion
• Gatefold menu and catering print system
• Retractable banner and storefront signage
• Business card system
• Environmental graphics and counter wrap
• Branded apparel and merchandise
• Marketing website with online ordering
• Third-party delivery marketing (Ritual, Uber Eats)
• Brand color, type and pattern standards

Outcome

YONG opened with a coherent identity from storefront to receipt, and the medallion has since become the concept's most recognizable asset inside Finn Hall.

Results

• Opened to full-capacity traffic in Finn Hall with the highest brand recall of any stall in the hall
• Online ordering and delivery channels launched day one, adding a second revenue stream beyond walk-up
• Catering inquiries generated directly from the new print and banner system
• One reusable brand kit cut per-campaign design cost for every new menu and promo