COY's Brand Identity Targets On-the-Go Food Fans

By: Jana Pijak - Oct 12, 2015
References: printmag &
Alex Celaire designed the brand identity for COY, a mobile sushi cart targeting urban millennials with an appreciation for convenient meals that are prepared with quality in mind. While takeout sushi isn't a new concept in big city restaurants, this sushi cart offers handcrafted sushi and sashimi dishes for those on the go and doesn't limit itself to a permanent location or particular neighbourhood.

COY operates out of a food truck that boasts contemporary branding -- the sushi cart's minimalist menu and graphic identity embodies the freshness of its food offerings. The mobile eatery does not only offer quality sushi dishes on the go but also packages meals in elegant and eco-friendly containers.

Moreover, COY is accompanied by a mobile app that not only shares the food truck's location with urban residents but also educates them about sushi's historical origins as well as the mobile restaurant's signature menu offerings.