The Challenge

The challenge was to help BMB agency to win the pitch for the Yo Sushi! Business. The restaurant believed their brand identity and positioning required a fresh in order to reach their mission of being the “Freshest restaurant on the high street” and so as to compete with emerging contemporary (pizza, burger) premium food brands.

Semiotic Role

Using knowledge of Japanese culture and its overlap with British – the think piece document contained 10 different potential positioning ideas along with image rich visual inspiration and that captured the tensions and paradoxes of Japanese culture.


BMB won the pitch and was awarded the creative account, and fresh creative work, has been bought by the restaurant for roll out. This fresh work involves using robots as an aspect of the Japanese future in order to remind British diners that “YO! Sushi is at the forefront of fresh, furiously flavoursome authentic Japanese street food”.