YAM-SO-GEE

Established in Berlin, Germany, Yam-So-Gee’s brand name is taken from the Hokkien word for popcorn chicken, a signature street snack commonly found in the night markets of Taiwan. Using popcorn chicken, the team hopes to build stronger relationships between people in the city.

In terms of branding, Yam-So-Gee breaks away from the traditional image of popcorn chicken stalls in Taiwanese night markets and instead integrates with the trendy aesthetics of Berlin’s local culture. The overall brand image incorporates minimalist geometric aesthetics, while the logo features a chicken totem. With a few simple changes in the love comb on the head of the chicken, two distinct yet entwined images of rooster and hen can be created, echoing the founding concept of the team and strengthening the ties between people in everyday urban life.