8090 Chongqing Noodle Shop Branding

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This commissioned project is to brand a Chinese noodle shop opened at Seattle. The target customers are the young group of people who usually need a quick lunch when they take a lunch break from the technology companies. The design solution is to bring the young energy and also the traditional authentic Chinese flavor.

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I designed this logo by using the aesthetic of Chinese paper cut art. Chongqing noodle is a representation of spicy and heavy flavor, usually together with lots of spice. I choose bright red as the main color. The menu design incorporates lots of dynamic icons that will attract young groups. Noticeable that all the spices are directly delivered from Chongqing, China, to keep the flavor authentic. The noodle shop hopes to not only attracts Chinese customers but also people from other countries. Therefore, it is important to create culturally easy accessibility to local people through design solutions. I chose wood-color as the background to create a natural sense with lots of dynamic and organic shapes on the menu to make the information more understandable.

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