We created a memorable brand identity for "All in noodles" by visualizing the ultimate satisfaction of finishing a bowl of rice in soup and fish soup noodle as a "noodle eclipse," using celestial motifs to represent the ultimate experience.
"All in noodles" is a beloved shop selling rice in soup and fish soup noodle, which, while delicious, faced the challenge of appealing to a younger, modern audience who often see traditional dishes as "old-school." The brand needed a new identity that could capture the intense satisfaction of its food, particularly the rich, flavorful soup, and translate it into a compelling, contemporary visual language. The goal was to make the experience of eating their dishes as celebrated as the taste itself.
Our solution was to elevate the simple act of finishing a meal into an iconic, shareable moment. We captured the feeling of pure bliss when one drinks the last bit of soup by likening the bowl "swallowing" a person's face to a solar eclipse. This central concept uses a striking circle element throughout the brand identity, with a yellow color palette representing the sun and a navy palette representing the moon. This cosmic metaphor for noodle-eating creates a memorable image in the restaurant, turning every satisfied customer into a "living portrayal of the brand" and making the act of finishing a bowl a fun, visual expression of the brand's flavorful core.
