branding

Ooink Ramen
Updated Brand for a Unique Ramen Cafe

Image of a iPhone mockup with the animation for the Ooink logo

Other Project

Story+

Timeframe

11 weeks, collaboration

Tools

InDesign, Illustrator, After Effects, Photoshop

Roles | Skills

Researcher, Art Direction, Branding
Typography, Layout, Illustration, Motion
Collaborator: Sam Lenarczak
Instructor: Jill Vartenigian

Challenge

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?

Solution

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.

Process

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.

Ooink Ramen logo

Selected Inspiration Images

Neon sign of a Chinese dragon
A child eating noodles

Selected Process Snapshots

Please click on image to enlarge.
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process

Selected Pages from the Guidebook

Please click on image to enlarge.
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process
A description of the Ooink Ramen process

Other Project

Story+