Welcome to Dondonbori!
I Say Yatta! is a Japanese-inspired eatery based in Brunei that serves fun, fast and affordable food. Two years into operation, they decided to expand to the Malaysian market while enhancing their local presence. We were tasked to bring new life into their identity.
Inspired by the bright and bustling streets of Dotonbori in Osaka (a city also known as the nation’s kitchen), I Say Yatta! was rebranded as a fun, fast Japanese food and modern izakaya mixed with a spoonful of pop culture and Osakan humour. We introduced a series of quirky characters and infused Japanese + English puns into their dialogue.
These mascot characters, each with their own unique personalities, give the brand a new layer of excitement. These characters and design elements take inspiration from manga (comics), with black and white hand drawn art style and sound effects in the background. This concept is applied throughout all the brand touchpoints - from food packaging to social media posts, merchandise and interior design.
The rebrand results in the creation of a fictional world - Dondonbori, a wordplay of Dotonbori and Donburi. Donburi, or rice bowl in Japanese, is one of the main menu items in I Say Yatta.
Playquarters worked with I Say Yatta to develop a brand identity, positioning, art direction, menu, illustrations, packaging, merchandise and environmental design.
Interior design by Dimension Company.
