Where Design Meets Chilli Oil
Brand Strategy, Identity System and Experience-Led Design
Lenudle
Brand Strategy, Identity System & Experience-Led Design
Role & Scope: Brand strategy & positioning · Visual identity system & language (logo, patterns, illustration, iconography) · Motion & animated assets · Menu & packaging range · Launch & social media system · Spatial brand touchpoints · Print & production
A hospitality brand developed from strategy through a cohesive identity system, translated into expressive visual language across physical, digital and spatial touchpoints.
✦ For 'sophisticated' noodle eaters:
✦ Tasty Journey Through Asia
✦ Vibrant as Taiwan's Shilin Night Market
✦ Dynamic as South Korea's Hongdae District
✦ Bold as Neon Streets of Shinjuku, Japan
Comprehensive Brand Expression
Brand system narrating brand story across all important touch-points.
Key Design Elements
With whimsy graphics, festive patterns and complementary typography.
Cultural Inspirations
Cultural influences from the diverse Asian regions represented in LE’NUDLE’s menu were seamlessly integrated into comprehensive visual system. Drawing inspiration from the most vibrant cultures of major Asian cities like Tokyo, Saigon, Beijing, Seoul, Bangkok, and Taipei. The design captures the essence of these dynamic urban hubs. Reflect the brand’s bold personality anchored in its core values and creative direction.
Strategic Foundation
The visual outcomes stemmed from spearheading the development of the brand's complete identity
and messaging, ensuring their prominent display across a wide array of brand collateral.
Distinctive Menu Design
Menu designed to evoke the tales of Lenudle's culinary adventures. Serving as a canvas for the brand's distinctive flavors.
Packaging Range
Functionality and visual appeal were key considerations when creating diverse and eco-conscious take-out containers, noodle boxes, and labels. Designed to unified brand experience by infusing them with brand elements and cultural motifs. The result? Packaging that not only strengthening Lenudle’s identity, enhancing dining experience from every angle.
Unique Functionality
Diamond-inspired containers are both visual alluring and functional. Safe and convenient food storage, perfect for on-the-go indulgence or timely delivery.
Cute Stickers ❤︎
Colorful stickers effortlessly spreading the "noods" power wherever they go. Adorning phones or bathrooms amplifying the brand awareness far and wide.
Funky Appareal Design
Branded uniforms designed to reflect brand in every interaction.
Social Media's Flavorsome Art Direction
Visual narrative captured Lenudle's flavor-filled world, with dynamic content featuring vibrant visuals and engaging captions designed to enabled visual feast of culinary exploration.
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