MISSION:

• Create a hip new cafe in the theme of Superflat (visually & conceptually)
• Artfully represent the political and societal struggles that run rampage in San Francisco 

AUDIENCE:

• Tourists in San Francisco
• Socially aware youth/Artists

• Gen-Z instram foodies

ART DIRECTION:

• Visual: in theme of Superflat Movement
• Voice: Rebellious, Pop, Viral, Playful and Chaotic 

A graphic eyeball with a command symbol reflection in the iris and control symbols as eyelashes

YAMIYAM! has a playful ring to its name with a humorous, dark meaning. The name is a combination of two Japanese words:

Yami: 闇 (darkness) and Yam: 病む (to be sick/mentally unwell).

The combination of two dark words makes up a fun and yummy name, YAMI YAM😋️

The words Yami (闇) and Yam (病む) refer to the current state of San Francisco. The city has unaffordable housing, a growing homeless crisis, thriving tech companies, and drug-addicted people in the same block. The conceptual cafe playfully represents the city that has become dark and depressed over the years, with inspiration to the Superflat art movement.

I wanted to envoke the feeling of being surveilled and controlled by tech in the modern world, so designed various eye icons, with a command symbol in the center of the eye.