Koyuki is an ambitious startup operating within Dubai, specializing in traditional Japanese soft serve ice cream. Soft serve (also known as soft-serve ice cream) is extremely popular in Japan, and has become a national dessert, renowned for its unparalleled smoothness / milky consistency.

Building on an existing relationship, Phoenix Wharf were asked to create the visual identity system and supporting assets for the new dessert concept. As with so many Japanese delicacies, the true beauty of the product lies in the quality of the ingredients and the simplicity of the production process. Taking this as a guiding principle we set about crafting a brand that was simple yet considered and that instantly reinforced the authenticity of the brand and nature of the product offer.

Alongside the creation of a new visual identity, Phoenix Wharf were tasked to design an entirely unique and flexible retail architecture for the brand. The new retail concept draws inspiration from traditional Japanese design principles and the prevalence of small Yatai food carts within Japanese culture. Every element of the retail formats was lovingly designed to reflect the simplicity of the product / service offer, whilst being highly visible and creating a beacon for passers-by.