IKIGAI / 168
BRANDING

> BRANDING & VISUAL IDENTITY <

Financial mogul Bao and culinary prodigy Tony teamed up to bring the idea of fast casual Japanese cuisine to the Dallas-Fort Worth metropolitan area in the form of a not-so-common product: udon. Ramen and pho were by far the more popular starchy noodle options in Texas, so a plan of attack was put into place to create decks and videos to educate the market about the strengths of underdog.

At the same time, Bao’s investment company 168 needed a crisp, new visual identity. His specialty in funding restaurant start-ups needed a subtle tie-in with his own culinary venture. In the end, both Bao and Tony would successfully launch Ikigai Udon to the satisfaction of over 150,000 customers within their first year of operations.