Noodle St

Noodle St is a Chinese and Vietnamese restaurant located in London’s Docklands, known for its fresh dishes and vibrant street-food energy. From the very beginning – before the restaurant even opened—we worked closely with the team to build the brand from the ground up, alongside the fit-out of the physical space.

Since opening, Noodle St has built a loyal following among local residents, workers, and students, standing out in a competitive hospitality landscape with a strong, authentic identity.

We developed a brand that reflects Noodle St’s roots – quality and personality – capturing the energy of fast, fresh pan-Asian cooking and the welcoming spirit of the restaurant.

The identity blends East Asian visual cues with a clean, contemporary design language. We created a custom wordmark, a distinctive colour palette, and a flowing, hand-drawn line inspired by a noodle. These elements are paired with bold typography and reportage-style photography to bring warmth and energy to every touchpoint.

The tone of voice is informal, upbeat, and occasionally playful – speaking directly to regulars and newcomers alike with clarity and charm. The identity was applied across signage, menus, uniforms, social media, and takeaway packaging – ensuring cohesion across both dine-in and delivery experiences.

The rebrand elevated Noodle St’s presence and perception – reinforcing its identity as a local favourite with big-city appeal. It resulted in a clearer, more memorable brand experience across physical and digital platforms, leading to stronger customer engagement and improved visual consistency.

The outcome is a distinctive, modern identity that supports Noodle St’s ongoing success – and sets the stage for future growth and expansion.