We redefined the brand of a traditional Sichuan noodle shop by using a humorous, mascot-driven visual language to attract a younger audience in Hong Kong.
A small noodle shop in a southern city is renowned for its traditional northern Sichuan cuisine, meticulously crafting its seasonings, sauces, and noodles to ensure the highest quality. However, the owner faced a significant challenge: making their "old-school" cuisine appealing to the younger generation of Hong Kong, who often seek out more modern or trendy dining experiences.
To break the traditional impression, we combined classic Chinese elements with a touch of surreal humor. Our solution was to create a set of mascots and illustrations that visualize playful, fantastical scenarios of eating noodles. These whimsical stories generated laughter and successfully captured the attention of a younger demographic, who are always looking for a bit of humor and fun in their daily lives. The client and their customers loved the result, as the brand became a living portrayal of its joyful and lighthearted approach to traditional food.
