A challenge to myself to brand a new New York City ramen food truck. The imaginary truck was started by an imaginary husband and wife team who are serious about one thing. Making every bowl of ramen they make the best bowl of ramen they’ve ever made. Their expertise comes from rich Japan tradition but their take on ramen is uniquely New York.
I created a brand that embraced this tension, delivering a system that honors both the dish’s origin and the vibrant New York City streets where it’s enjoyed. The result is minimal but bold. Comforting but energetic. Sophisticated yet always makes you smile.
The brand gets its name and is heavily inspired by the Japanese fox (aka Kitsune, 狐, キツネ). In Japanese folklore the fox is a magical creature that is intelligent, cunning, and can grow up to nine tails.