BOLD COLOR. STAND OUT FONT. NOODLES.

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Umami Noodle Parlor is a beloved, historic Chinese restaurant known for its quirky charm and national recognition. We reinvented the Umami identity, with a playful yet timeless logo that blends the UMAMI name, signature chop suey tagline, and iconic noodle dish into one fresh visual brand. The challenge? Stay true to the quintessential eatery while offering a fresh look and feel.

Applied across packaging, menus, chopstick wrappers, clothing, aprons, neon signage, and a food truck wrap—this brand refresh gives UMAMI a bold, modern twist, while honoring the rich history and one-of-a-kind noodle house character that patrons have grown to love.