Noodles’ Ingenious Art

The project is a complete VI design tailored for the Noodles’ Ingenious Art in Shaanxi. It covers almost every aspect needed for the business, from the basic logo design to most of the materials used in the operation, including staff uniforms, pre-packaged products, dining utensils, and store design. The brand’s IP features the image of an elderly craftsman, and the design aims to make the three main themes of the brand—great noodles, great sauce, and great service—more approachable and relatable. It’s simple and stays true to the owner’s passion for noodles. When it comes to the brand’s look, aside from the IP being the main way of communicating, the logo and overall color scheme also reflect the brand’s commitment to passing down traditional flavors with craftsmanship. The Chinese font in the logo has a strong, bold style, with the brushstrokes at the corners shaped like the curved edges of traditional Chinese architecture, echoing Xi’an’s history and the city’s bold, straightforward character. The English part of the logo captures the idea of the art and philosophy behind noodles. In Chinese culture, there’s a deep focus on “Daofa”, seen in things like tea ceremonies, swordsmanship, and martial arts. The design hopes that through the brand’s journey, the philosophy of making noodles will slowly become part of people’s mindset. The emphasis on the letter “A” is inspired by the brand’s vision, which highlights the importance of the craft and art of making noodles. The brand is committed to using Grade A ingredients, products, and services, aiming to lead the industry. The overall color scheme is a striking combination of red and white. The red represents the color of the sauces, while the white reflects the natural color of the flour and noodles, thus creating a bold and eye-catching contrast that stands out both indoors and outdoors.