Noodle Nova

Branding for “Noodle Nova,” a Lanzhou beef noodle restaurant housed in a historic building formerly known for the iconic Wig and Pen Club.

Branding for a Lanzhou beef noodle restaurant, “Noodle Nova,” located in a historic building constructed in 1625 — formerly home to the iconic Wig and Pen Club, the only building on the Strand to survive the Great Fire of London. Inspired by the original Wig and Pen Club logo and the British coat of arms, the bespoke identity is carefully designed to merge with the aesthetic of Asian noodle culture. This fusion blends classic British iconography with the elegance and modern twist of an Asian noodle brand, harmonising seamlessly with the character of this centuries-old building.

Architect: Ili Architects
Branding: Yusuke Murakami (3AND)
Store Signage: Yusuke Murakami (3AND)
Painting: Yu Yang
Photo: Yusuke Murakami (3AND), Ili Architects