YŬ
YŬ
YŬ
Rooted in Pan-Asian influences and expressed through a refined visual system, YŬ reimagines the microbrewery as an experience.
Brand work completed during my tenure at Pink Lemonade.
Rooted in Pan-Asian influences and expressed through a refined visual system, YŬ reimagines the microbrewery as an experience.
Brand work completed during my tenure at Pink Lemonade.
Rooted in Pan-Asian influences and expressed through a refined visual system, YŬ reimagines the microbrewery as an experience.
Brand work completed during my tenure at Pink Lemonade.
Locale
BANGALORE, INDIA
BANGALORE, INDIA
BANGALORE, INDIA
Client
IRONHILL
IRONHILL
IRONHILL
Category
BRAND IDENTITY & ENVIRONMENTAL SYSTEM
BRAND IDENTITY & ENVIRONMENTAL SYSTEM
BRAND IDENTITY & ENVIRONMENTAL SYSTEM
Duration
Duration
10 WEEKS
10 WEEKS
10 WEEKS
STRATEGY
STRATEGY
YŬ was never meant to feel like another bar. The objective was to position it as an experience-driven microbrewery blending Pan-Asian influence with elevated social culture.
It needed to feel young without being immature. Premium without being rigid.
The strategy focused on creating a space people step into — not just visit. The identity had to carry that scale and ambition across an acre of physical environment.
YŬ was never meant to feel like another bar. The objective was to position it as an experience-driven microbrewery blending Pan-Asian influence with elevated social culture.
It needed to feel young without being immature. Premium without being rigid.
The strategy focused on creating a space people step into — not just visit. The identity had to carry that scale and ambition across an acre of physical environment.
CONCEPT
CONCEPT
Presence in the now while drawing from heritage, the brand was designed to feel contemporary yet rooted — bold yet controlled. Food, cocktails, music, and space operate as one unified system.
The voice reflects a generation that values individuality but expects quality. Expressive, without losing refinement.
Presence in the now while drawing from heritage, the brand was designed to feel contemporary yet rooted — bold yet controlled. Food, cocktails, music, and space operate as one unified system.
The voice reflects a generation that values individuality but expects quality. Expressive, without losing refinement.
IDENTITY SYSTEM
IDENTITY SYSTEM
The logo references a minimal ramen bowl, embedding the Y and U within the form, finished with a bronze breve to signal elevation.
Subtle. Intentional. Layered.
The visual language balances depth and warmth. Rich tones anchor the experience, while refined typography and structured layouts maintain control.
Designed to scale across menus, signage, merchandise, and environmental graphics, the system holds authority at every size.
One structure. Multiple expressions.
The logo references a minimal ramen bowl, embedding the Y and U within the form, finished with a bronze breve to signal elevation.
Subtle. Intentional. Layered.
The visual language balances depth and warmth. Rich tones anchor the experience, while refined typography and structured layouts maintain control.
Designed to scale across menus, signage, merchandise, and environmental graphics, the system holds authority at every size.
One structure. Multiple expressions.
EXECUTION
EXECUTION
The identity was translated across spatial branding, print collateral, menus, uniforms, and on ground touchpoints. From large scale environmental applications to the smallest detail on tableware, the experience holds consistency.
YŬ does not rely on atmosphere alone. The brand carries the weight. An experience, engineered.
The identity was translated across spatial branding, print collateral, menus, uniforms, and on ground touchpoints. From large scale environmental applications to the smallest detail on tableware, the experience holds consistency.
YŬ does not rely on atmosphere alone. The brand carries the weight. An experience, engineered.
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COLLAB?
BET.
BASED IN blr,
india
Creative Director
Visual Visionary
COLLAB?
BET.
BASED IN blr,
india
Creative Director
Visual Visionary
COLLAB?
BET.
COLLAB?
BET.
BASED IN blr,
india
Creative Director
Visual Visionary