DALI Chinese Food

A smiling noodle-bowl mark that turns packaging into the restaurant's loudest advert.

The challenge

Create a fast-casual Chinese food brand that feels playful and appetising on a cup, a box and a T-shirt.

A bowl, chopsticks and a grin become one face. The red-and-black mark smiles from every piece, so the brand is recognised before the food is.

Logo and alternate lockups, noodle boxes, cups, mugs, staff polo shirts and business cards.

A brand kit ready for the first day of trading, from the counter to the delivery bag.