DunHuang Hand-Pulled Noodles
August 2023
Design:
Brand identity design for a Chinese noodle restaurant in NYC (Passion project)
For the last couple of years, I have painted murals for DunHuang NYC, a casual restaurant chain in New York,
featuring some of the best Chinese Northern-Western noodles and cuisines. During 2023, I helped them
redesign a new logo. However, what I imagined DunHuang could be was far more than murals or a logo.
Inspired by hand-pulled noodles, this project is my reimagination of the restaurant.
Redesigning Brand Identity
Who said Chinese restaurants always have to look traditional to be authentic? While embracing its
authenticity with carefully chosen photography, the brand is redesigned in a youthful and passionate
style, where good vibes and mouthwatering hand-pulled noodles come together to celebrate its culture.
Illustrative Logo and Passionate Colors
I customized the logo to evoke the image of hand-pulled noodles in the making while the color theme and
the photography was carefully chosen to reflect passion and authenticity and to stimulate appetite, aligning
with the restaurant’s commitment to hand-pulled freshness and spreading good vibes to noodle lovers!
Leveraging a combination of an illustrative font and the typical San serif font, the visual identity makes
a highly functional and nicely balanced typeface, maintaining a fun vibe while conveying a modern feel.
The visual style was translated into various print materials and packaging to show the power and
consistency throughout the brand, including business cards, flyers, menus, takeout bags, stickers, marketing
materials, landing page, and more, with a touch of youthful illustrations.
