Oishi Ramen
A New Style and Scalable Site for Selling Savoury Specials
Disciplines
Branding, UI/UX
Tools
Adobe Illustrator, Adobe XD
Objective
Ahead of their grand opening, Oīshi Ramen needed a brand style to reflect their promise of a relaxing and high-quality dining experience in the middle of downtown London, along with a website to showcase their flavourful Japanese dishes, drive customers to their restaurant, and facilitate online orders.
Process
The logo icon I created represents a bowl of ramen and is inspired by the Japanese flag’s simple circle design. To distinguish the brand from competitors, I avoided using stereotypical Japanese imagery and the red-black colour combination I came across repeatedly when researching competitors. Instead, I chose a deep gold colour to symbolize their rich ramen and 5-star service, and paired it with a navy blue that feels relaxing and reliable. This warm and cool mix is grounding, balanced, and distinguishes the brand from typical takeout spots.
For the brand’s typography, I chose clean sans-serif typefaces that portray trustworthiness and refinement. Across the restaurant’s site, I paired appetizing food photos with enticing copy and clear calls to action to promote customer conversion. Typical consumer expectations and user behaviours were considered when determining the site’s hierarchy and layout — most content follows a Z-pattern for easy scanning, contact details can be found easily in the footer, online ordering functionality is modelled after industry precedents, and UI elements are consistently and accessibly styled.
Altogether, the new brand look and website present Oīshi Ramen as a reliable and high-quality establishment bringing a sense of calm to a crowded food scene.
