“Yoshinoya”

“We want customers to understand (the image) at the first glance, being simple and direct
would make more sense.” Positioned at a rapidly growing market, fast food corporations
often targeted at the younger generations. Designers deliberately used the most direct and
simple interpretation to demonstrate the image as innovative, apparent, and young.

Designers Four Lau & Sam Sum used “Home” as the core design element to build a “Chic
Home”, presenting the brand image as young, energetic, and warm. The shape of “House”
created a marker that makes the customers easily associated with the new image “Home”.
Yellow pillar structure, orange geometric triangle patterns, and levels of distinctive
colors have become the new image elements of Yoshinoya fast food chain. High malleability
and varied house-shaped design could link different areas and makes the spaces more
stereoscopic. The design of geometric triangles on the wall creates a diversity of design
styles, was inspired by Japanese origami. It makes the “Home” vivacious and creates a
relaxing and lively environment for dining.

Using giant Japanese chopsticks, Japanese wooden plate menus and Japanese roof tiles
became the feature of traditional homes and a variety of combination of diverse elements.
The design of traditional Japanese chopsticks and wooden plate menus created experimental
and playful design effects. This new emblem has to be simple and easy to understand, while
leaving a deep impression and high malleability, varied and interesting.

AS Design founder Sam Sum think the ideal design contains "Aesthetic and Stylish", they try to be capable of the perfect combination of practicality and aesthetics, creating possibility of a wider range of design and artistic pieces.
The strength of the design agency lies in images renovation for business and corporate, with an aim to assisting brands to stand out and become globally renowned, the international brands mainly in Hong Kong & Mainland China as well as South Pacific region, as well as interior design of retail, hospitality, commercial and residential spaces.

AS Design has won 40 numbers of international awards from 13 numbers of interior design competitions, and 4 awards of business company field, including 14 awards from Italy A’ Design Awards, 6 awards from United States IDA, 2 awards from United States Interior Design Best of Year Awards, 7 awards from United Kingdom London International Creative Competition, 2 awards from Taiwan TID, 2 awards from Hong Kong The Ring IC@WARD, 2 awards from Hong Kong APIDA, 1 award from Japan Asia Awards Young Creator EX Top 100, 3 awards from Korea K-Design International Award and Gold Winner from China CIDF International Worldwide Art Innovative Design Award Commercial Space (Asian Top), and 4 awards of business field competitions, including Hong Kong Most Valuable Companies Award, China CIDF Annual The Top 10 Most Innovative Design Companies , China CIDF The Top 10 Most Originality Design Companies (F&B Space) and China CBDA Annual Best Design Team and The Top Young 50 Chinese Designers Nomination by Taiwan Press Media. AS Design also has been featured over 140 articles of press media publications in 13 countries worldwide, such as United States, United Kingdom, Holland, Italy, France, Hungary, Portugal, Chile, Brazil, Japan, Korea, PRC, Taiwan and Hong Kong.