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yo sushi chindogu brand activation

Chindogu

2018

We were approached to research, design and build a number of Japanese Chindogu style products for YO! Sushi.

The studio loves Chindogu. They’re humorous, playful, ‘useless’ objects, that come from the observation of human behaviour, social interactions and thoughtless acts. Chindogu was the brainchild of Japanese inventor Kenji Kawakami in the nineties.

The challenge was to design and build 4 – 5 Chindogu products to accompany a new Chindogu Menu for YO! Sushi. To be activated over one week in 3 restaurants.

The outcome was: YO! Wasabi Stick – YO! Noodle Cooler – YO! Noodle Splash Guard – YO! Napkin Hat

Date: 2018. Press: Independent, Evening Standard, Engadget, Londonist, Chronicle Live. Client: YO! Sushi. Partners: W Communications, Strange Thoughts. Role: Design and build.

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