The Power of Positive Language in Brand Design: The Rise of “YES”

A Simple Word That Inspires a Movement
Positive energy often acts as a subtle yet powerful force that drives changes in actions and mindsets. In Japan, a seemingly straightforward word — “YES” — has ignited a wave of inspiration among entrepreneurs, particularly in the food and beverage industry. From curry buns to tonkatsu sandwiches and cold-pressed juices, the word “YES” has transcended being just a catchphrase. It embodies a thoughtful brand identity and a heartfelt connection to customers. Through this single word, businesses have created unique culinary cultures and carved out distinctive market positions.

Curry Buns and the Emotional Resonance of “YES”
Located near Tokyo’s Ōimachi Station, カレーパン専門店YES! specializes in curry buns, offering up to ten varieties, including the popular “Cheese Pull Curry Bun.” Founder Kazuki Tahara broke away from the conventional focus on dough quality, prioritizing the development of high-standard curry fillings through more than 100 trials. His shop now sells an impressive 200 buns daily.

Tahara chose “YES” as the store’s name to evoke joy and a sense of delicious anticipation, while also considering its universal appeal for future international expansion. The brand name includes a full-width exclamation mark, adding…