PERSONAL PROJECT
SoyJoy
Concept brand · Sushi restaurant · Brand design & social content
What is SoyJoy?
SoyJoy is a fictional sushi restaurant I built from scratch as a personal brand design project. No brief, no client, no guardrails, just a concept I wanted to bring to life properly.
It's also partly an excuse to think about sushi for an extended period of time.
What I made
A full brand identity; primary and secondary logo suite, colour palette (Wasabi, Salmon, Cream, Seaweed), and a typography system built around Fredoka for a brand that feels fun without being childish. From there I designed a set of social graphics applying the brand across real-world content scenarios: a Deliveroo delivery post, a new menu launch, and a branded content frame.
The brief I gave myself: build something that could genuinely exist on the high street and hold its own on Instagram.
