Yubu is a fast-casual restaurant in New York City serving rice balls wrapped in ‘yubu’, a fried tofu pocket. The logo is derived from the structure of yubu rice ball and hangul ‘ㅇ’ and ‘ㅂ’ when spelling yubu. The identity captures the lightness and joy of a picnic with vibrant, bouncy visuals. The design emphasizes ease, speed, and a subtle nod to the familiar warmth of Korean ‘Bunsik’.
