![brand identity ILLUSTRATION design visual identity Graphic Designer branding Logo Design identity Logotype Brand Design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/b2d577198817073.66472fe4b9a52.png)
Research and Analytics / Positioning Strategy / Visual Brand Identity
2023
In Korean, «yoyu» means «excess, something extra» and «to possess yoyu» means to be collected and relaxed at the same time. Therefore, to be in a state of yoyu is to be in a resource, in a moment of complete happiness. It is something beyond the norm that brings one to the perfect feeling.
With this message, the brand's signature brand-personage appeared — with a positive and friendly character who understands, supports, shares your interests and tastes. He is your friend. He's easy, comfortable and delicious to be with. He is often with you — after all, many moments of life are accompanied by your favorite food: with him you can watch a dorama or have a house party. This is a story about time together: there's friendship, fun, caring, and intimacy in the moment. And «YoYu» offers you a simple thing — «let's eat», because it tastes better together.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/a9a605198817073.66472fde5e75b.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/101583198817073.66472fde5e0f8.gif)
![brand identity ILLUSTRATION design visual identity Graphic Designer branding Logo Design identity Logotype Brand Design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/14ea79198817073.66472fe4b94a5.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/8507af198817073.66472fdf46916.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/567d71198817073.66472fdf47991.png)
![brand identity ILLUSTRATION design visual identity Graphic Designer branding Logo Design identity Logotype Brand Design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/9d9566198817073.66472fe4baf16.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/cc7b5e198817073.66472fe033bb8.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/cb9511198817073.66472fe0334c2.png)
The character is derived from the Korean letter in the name, he is playful and emotional. Visually, the project refers to Asian culture with its overabundance of colors — motley comics, signs and anime. And, of course, bright flavors.
![](https://mir-s3-cdn-cf.behance.net/project_modules/1400/36be10198817073.66472fe11512c.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/e18359198817073.66472fe114a00.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/9cc577198817073.66472fe1c8e79.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/d80643198817073.66472fe1c8635.png)
![brand identity ILLUSTRATION design visual identity Graphic Designer branding Logo Design identity Logotype Brand Design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/daffe7198817073.66472fe4ba64e.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/15614c198817073.66472fe2d6a01.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/42f86f198817073.66472fe2d6298.png)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/9f26cd198817073.66472fe3a328d.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200_webp/a04cbf198817073.66472fe3a39cb.png)
![brand identity ILLUSTRATION design visual identity Graphic Designer branding Logo Design identity Logotype Brand Design](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f69fc6198817073.66472fe4ba0cf.png)
Designer & Illustrations: Kirill Turygin
Brand Strategy: Alexander Ryazanov
Project Manager: Anna Raskova / Snezhana Aristova / Bella Kolesnik
Project Manager: Anna Raskova / Snezhana Aristova / Bella Kolesnik
Naming and copywriters: Katya Krestyaninova / Natalia Kuznetsova