3 weeks
Illustrator, Photoshop, InDesign
Research, Branding, Art Direction, Identity
Illustration, Typography
Instructor: Michael Buchino
Ooink Ramen offers a uniquely Chinese/Japanese fusion approach that is elevated by owner Chong Boon Ooi’s training at Le Cordon Bleu Culinary Academy. Ooink’s approach to ramen culture fuses Chinese and Japanese cuisine and nurtures a trendy, social vibe that encourages customers to slurp together. How might Ooink’s animated logo amplify its special qualities and value in Seattle?
Our goal is to build a new identity that reveals how Ooink Ramen is truly the best option for fantastic, homemade ramen and offers a great vibe for time with friends and family. Rebranding will address the overall brand cohesiveness, provide new opportunities for packaging and social media, and differentiate Ooink from other ramen cafes in Seattle.
Rebranding for Ooink Ramen followed the 6-phase Brand Funnel model. The first phase involved learning the history, demographics, and competitors for Ooink to create the brand purpose, positioning, promise, and characteristics. The second phase developed the tonal territories. The next phase generated the brand concept—Noodle, Slurp, Repeat. Phase 4 established a mood board. Phases 5 and 6 involved testing and creating a variety of deliverables.
