Branding: Brand Strategy + Creative Direction
Located in Santa Teresa, Rio de Janeiro, YiYi is inspired by the stories of resilience of Black women from peripheral communities—warriors as powerful as the figure of the Japanese samurai. Drawing from these symbols, YiYi combines precision, insight, and creativity in a unique gastronomic experience.
The menu focuses on quick, easy-to-enjoy options, with a highlight on poke — a creative, complete, healthy, and delicious meal that doesn’t require heating and can be appreciated anywhere.
Beyond food, YiYi is also an entertainment space where guests can enjoy arcade games and pool, making it an ideal meeting point for friends and families.
The eclectic soundtrack blends R&B, hip‑hop, soul, funk, and jazz, both Japanese and Brazilian, creating a vibrant and welcoming atmosphere.
The space also includes a small shop offering Asian products, décor items, and fashion pieces, providing a full immersion into Asian and urban culture.
