Branding concept for a Deli. As the objective was to create a highly distinctive identity, the name ‘Booyah’ was suggested as it is a term used to express joy or triumph, within the urban youth culture. The graphic language uses a fresh colour palette with geometric line forms for the logo and icon graphics. The container emerging from an exclamation mark adds a sense of weight and excitement to the logo unit. The visual language then carries itself forward through the entire space via environmental graphics, interiors and furniture design.