Joy Teriyaki

Joy Teriyaki engaged us to scope a launch identity for Joy To Go — their new drive-thru prototype — covering both the wordmark family and the physical building shell in a single concept pitch. Because customers form a brand judgment in seconds when approaching by car, the brief required deliberate breadth: test multiple moods before locking a direction, from heritage hanok to K-pop neon to brutalist concrete. We delivered five wordmark lockups (each retaining the same chef mascot and palette family but dialing different volumes from premium to festival) and ten architectural directions, each rendered in both a 3/4 corner view and a long-wall drive-thru view so the long signage wall — the one drivers actually see in the lane — was always evaluable.

The interactive pitch site lets the client browse logos and buildings as independent axes — a choice on one doesn't lock the other — and clicking any concept opens materials, palette, vibe tags, and packaging mock-ups (cup, bag, bowl, drive-thru menu board) in context. This was scoped as Phase 1: pick a direction (or fuse two), then iterate logo, packaging, and architecture details to a finished build spec.