Noodle Street

Brand refresh

The original branding project for Noodle Street, a Chinese restaurant based in London’s Docklands, began as soon the refurbishment of a new space was underway in 2009. Following that initial brief, we have enjoyed helping them grow and expand, working on all the associated materials you would expect from a successful restaurant business.

During one of our regular meetings in early 2019, the idea of a brand refresh was discussed as a lot had changed in the previous 10 years, in terms of the structure, offering and competition. We were asked to review all the current material and recommend ways to retain existing loyal customers while also exciting the newer community that had grown in the area.

We retained the original logo, typeface and colour palette but updated their treatment within a new look and feel. 
We also introduced a new image library and illustration style which is based on the idea of drawing with noodles. The new brand identity has already been applied to menus and packaging and will be rolled out across all touchpoints in 2020.