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New Wave

Restaurant Brand Identity

The challenge was to create a bold identity for New Wave's future-focused Ramen shop that mirrored the venue's minimal aesthetic- but without sucking all the fun out of it. We rejected the usual Japanese clichés and struck the balance between playful and precise.

The unwritten rules we broke

Restaurant Brand Identity

Ramen is messy fast food

Tired Japanese gimmicks and cliches

Brush stroke calligraphy. Everywhere

—Tomorrow Brand


"It breaks the mould. It's playful yet clean and there's not a Japanese lantern in sight. The bold, kinetic typography demands your attention and makes you want to slurp big, fat noodles with your friends"