It roughly translates to “the new color of eating”. Mutual sound, “Ye” means “eat” in Turkish. As far as inter-politics go, we can’t focus on drinking. Not in the slightest. Instead, we will own eating in İstanbul. Repetition of the sound “ye” will make us memorable and to the point. Having “new” will turn heads as in, “Hey, I am new here, check me out!”. Implication of the color gold will help us communicate our premium brand values while connecting everything together with room to diversify.