Situated within DUO Galleria, YEN Social is a new dining concept from the team behind YEN Yakiniku. Helmed by maestro Chef Jones Chen, the restaurant's brand positioning is meant to be casual and light-hearted. As a form of expression to its personality, the brand identity took inspiration from the restaurant's key ingredient—the Binchotan charcoal.
Using the textures and characteristics of its form, the charcoal is graphically treated to create a series of distressed textures and typography, which is then cascaded across the restaurant's brand collaterals. A signature-style neon type is applied over a coarse YEN base to symbolise its free-spirited approach towards their diners.
On printed stationery, the neon treatment is expressed in the form of a golden foil, adding a subtle touch of understated luxury.
A petite series of icons and symbols were also developed for the restaurant as a final touch to the project.