The brief
Neon Noodle opened in a street packed with identical minimalist eateries. They needed to be the place you spot from across the road at 11pm, and the one you photograph once you are inside.
The idea
We built the whole system around a single wobbly line: the noodle. It wiggles through the logo, frames the menus, loops around the takeaway bags and turns into an animated sign in the window. The palette is borrowed from chilli oil and street lights.
Chilli#FF4D2E
Noodle#FFC62B
Night#141414
Broth#F4EDE1
The result
Queues out the door in the first month, 40k organic views on the opening reel and a merch line that now outsells the gyoza.
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