mobile logo

YO! Sushi

Helping YO! Sushi reintroduce the UK to ‘Chindogu’

We were approached to research, design and build a number of Japanese Chindogu style products for YO! Sushi.

The studio loves Chindogu. They’re humorous, playful, ‘useless’ objects, that come from the observation of human behaviour, social interactions and thoughtless acts. Chindogu was the brainchild of Japanese inventor Kenji Kawakami in the nineties.

Such a fun idea!  🙌 🇯🇵 🍣 🍜 🇬🇧

YO! SUSHI CUSTOMER

The challenge

To design and build 4 – 5 Chindogu products to accompany a new Chindogu Menu for YO! Sushi. To be activated over one week in 3 restaurants.

The outcome

YO! Wasabi Stick – YO! Noodle Cooler – YO! Noodle Splash Guard – YO! Napkin Hat

Press

Independent, Evening Standard, Engadget, Londonist, Chronicle Live

Date

2018

Client

YO! Sushi

Partners

W Communications
Strange Thoughts

Role

Design and build

The things I do for a story #yosushi #yo #yochindogu #japanesegadgets

A post shared by Stuart Miles (@stuartjmiles) on

Why do you have a roll of paper on your head Chess? 🚽🤷🏼‍♀ well... 1. It’s high fashion, just you wait, everyone will be strutting down the catwalk with them & 2. I’m a messy eater. I get more food round my face than in my belly. But this clever invention means I can just wipe my face on the go! 🍜Such a hilarious meal @YOsushi with my girl @toriegreen trying out their new ‘useless gadgets’. Torie’s favourite was the ‘noodle splash guard’ 🦁 invented for those ramen lovers so you don’t get the end of your hair in your soup! Useful or useless? WE VOTE EXTREMELY USEFUL! Head over to my stories to see what the other gadgets were! 🙋🏼‍♀🙋🏽‍♀ Tag a friend you want to go with & you can eat yummy food whilst looking ridiculous TOGETHER! 👯‍♀️ #YOchindogu

A post shared by C H E S S I E K I N G (@chessiekingg) on

Next project