The Challenge:
How do you create an instant noodle brand that doesn’t just look tasty but feels alive?
The goal was to position ZUKAE as more than another comfort food. It needed to feel modern, energetic, and craveable, something you’d proudly post on your feed, not just eat between tasks.
My Approach:
I approached this project like designing for a lifestyle, not a product.
Every choice from logo structure to motion-inspired monogram to luminous gradients was guided by four core ideas: boldness, speed, crave-ability, and modernity.
The visual direction merges street-style confidence with clean branding structure, creating a brand that feels both edgy and premium.
The Design Solution:
I built a visual system that captures both speed and flavor.
The logo is bold, vertically stretched, and slightly imperfect expressing confidence and motion.
The color palette balances heat and nightlife energy through vibrant reds, neon lime, and deep browns.
The typography carries impact and pace, mixing heavy sans-serifs with italic type and noodle-loop accents.
Icons and mascots show real-life moments, a gamer juggling noodles, a student studying, a night worker taking a break connecting ZUKAE to everyday energy and culture.
The Impact:
The result is a brand identity that moves at your pace; visually fast, emotionally flavorful, and instantly memorable.
ZUKAE doesn’t just sell noodles; it sells an experience of instant satisfaction and bold taste for the modern hustle.
