YAKI is a restaurant in Waco, Texas that blends the tried-and-true teriyaki combo meal with oak-smoked Texas BBQ. The brand communicates a simple meal that is approachable and satisfying to all customers. Our creation of what would later be dubbed the “SOSS BOSS” introduces each delicious meal with a friendly face.
BACKGROUND
YAKI was started by Jake Patterson after years of crushing oversized teriyaki bowls during his car salesman days. He wanted something more manageable, more fun, and rooted in the flavors of Texas. The idea: pair the comfort of teriyaki with smoked meats, serve it fast, and keep it simple.
APPROACH
We designed a visual identity that feels like a fast food chain that never existed but should have. The YAKI wordmark is a customized, friendly block of type that’s bold, compact, and unmistakable. The color system is all red and white - classic, punchy and a (very) quiet nod to the Texas state flag.
SOSS BOSS
Every great brand needs a face. YAKI got the SOSS BOSS, a box-shaped mascot with a cowboy hat and way too much charm. He shows up in different outfits like Willy Nelson, mustache guy, sauce slinger and acts as the unofficial greeter of the brand. Equal parts hype man and visual anchor, he makes the whole system fun to use and easy to remember.
AFTER LAUNCH
Since launching as a food truck, YAKI has grown into a full-on compound in Waco. You can eat from your car, chill in the courtyard, or grab a tee and hit the basketball hoop. The community response has been as big as the flavor. It’s not just a truck anymore, it’s a place.
