These sushi-laden conveyor belts transformed the concept of high street restaurants back in the day, so when & Smith Design got in touch to ask if I’d like to be involved in Yo Sushi’s re-brand, I jumped at the chance. As quick as those belts go, the brand has naturally moved on a bit since, but our work gave it an authentic izakaya edge, with a newspaper-style menu that was as much a piece of standalone content as it was a paean to the freshest cuts of fish on an orange, (blue, purple, yellow or pink) plate.

Client: & Smith