Yume Wo Katare
“SPEAK YOUR DREAMS”
Rebrand concept & menu piece for a Boston ramen shop opened by chef Tsuyoshi Nishioka. Yume Wo Katare is described as not just being a restaurant, but a "dream factory" and a food-centered aspirational community. The store philosophy encourages people to share their dreams and aspirations to their fellow diners after overcoming the obstacle of eating a whole bowl of ramen, then offering regular "dream workshops" to help peers develop life strategies.
Yume Wo Katare offers only one dish: the Jiro-style ramen—a heaping pile of thick & flavorful ramen. “Whatever dreams you may have—how we can help you with that is the ramen we’re preparing right now. So if you can finish this high bowl of ramen, you can do anything in life.”
Menu Board
Illustrated with chalk, chalk markers, colored pencils, and gold leaf marker.
Brand Book
Scribbles and experimentations with a new high-spirited logo and brand identity.
