best bowl of beef.

Any Hong Kong native will be familiar (and 100% in love) with

YOSHINOYA 吉野家

 Yoshinoya Restaurant in Tsuen Wan, Hong Kong

They have probably been sporting the same look and branding

since I could remember, I don't think its too horrendous or ugly

by ANNNNYYYYYYYY means

(compared to most of the crap we have in Canada)

but of course being Asian and a thirst for freshness 

Yoshinoya has been re-branded by HongKong rebranding gurus,

AS Design Service Ltd.

  Yoshinoya Restaurant in Tsuen Wan, Hong Kong

Having currently already rebranded three locations,

Tsuen Wan, Tuen Mun & Mong Kok

the space bases it self on the idea of "home/家" taking the

child like representation of one and making it into 

a full fledged branding project.

  Yoshinoya Restaurant in Tuen Mun, Hong Kong

“In this design project, we had the opportunity to inject 

a sense of young, interesting, exaggerated, 

avant-garde, and experimental elements,” the architects explained. 

“We want customers to understand at the first glance, 

being simple and direct would make more sense."

 Lau and Sum used the clients concept of “Home” 

as the core design element to build a “Modern Home”, 

to inject a sense energy, to a corporate brand with a long history.

Yoshinoya Restaurant in Tuen Mun, Hong Kong

Yoshinoya Restaurant in Tuen Mun, Hong Kong

 Yoshinoya Restaurant in Mong kok, Hong Kong

 Yoshinoya Restaurant in Mong kok, Hong Kong

 Yoshinoya Restaurant in Mong kok, Hong Kong

 Yoshinoya Restaurant in Mong kok, Hong Kong

Now its an awesome bowl of beef rice in a sassy new interior.

'Yoshinoya' Re-branding

by: AS Design Services Limited
(more on these home makers)