Contributed by Jim Walls of 160over90.
Based out of Gainesville, Florida, Rolls n’ Bowls is a made-to-order Japanese kitchen. In need of a new identity — one that could accentuate its strengths and propel the company from local stronghold to national franchise — Rolls n’ Bowls called on 160over90.
Upon developing a concept that focuses on customers’ ability to create the most unique sushi rolls, salads, and rice bowls they desire, Yume Umē was born. In addition to this new name and identity, 160over90 created a logo, website, menu, and campaign pieces by the project’s end.
Japanese for “Delicious Dream,” Yume Umē now emphasizes the role of imagination and creativity in the experience at Yume Umē, where “Imagination is Edible.”
“The name fits what we do and it has so much potential. It has a subliminal message as well as a strong meaning. Our name is creative, fun, unique, fresh, and intelligent.”
— HIRO LEUNG, YUME UME