the challenge
United Noodles, Inc., now a major Asian market in the Midwest, faced a major challenge in 2010: its branding needed a facelift. The logo had not been updated since the 1980s. Since then, the demand for Asian groceries has diversified and expanded among an ever-changing local population. The company needed an updated brand identity that appealed to all of the Asian culinary demographics in the surrounding area.
the workflow
We started out by considering letters, symbols, and images that could encompass the goal of our client, and identified the most inclusive element of its name: the “U” representing the word “United.” We also realized that, with the store’s top-notch produce, meat, and seafood departments, it was essential that we denote freshness in the logo. To do this, we chose a green “U” with a leaf at the top. The logo we ultimately produced was not only simple and appealing to any demographic, but created a feeling of freshness and purity.
in conclusion
As a result of United Noodles rebranding, store sales increased dramatically, as did the breadth of the demographic of its customers. United Noodles was featured on numerous television shows and radio stations, where it was touted as a rich source of Asian culinary culture. Since rebranding, the United Noodles brand has taken off, with multiple locations in Minnesota and making several appearances on the Food Network’s, “Diners, Drive-Ins and Dives.”
