Big Boss Noodle Company

Big Boss Noodle Company

Making the familiar, unfamiliar.

Approachable, Japanese noodle restaurant presented with an edge.

Arnold Wong, a chef with a successful career in San Francisco, was the force behind a new fast-casual dining concept serving healthy Asian cuisine in a hip, urban atmosphere. The chef and investors came to 4040 with the premise for the restaurant including a set of values to inform the core of the brand: sustainable, authentic, fresh and edgy. The establishment intended to serve a late-night crowd targeted a younger audience.

BB Familiar 01

We created a complete conceptual branding system for the prototype, leading with the name Big Boss, after a film starring kung-fu icon Bruce Lee. The graphic style combined a gritty urban feel with traditional Asian art, and the interior of the restaurant would be comprised of recycled and highly renewable materials. This atmospheric
presence, along with a menu featuring organic and locally grown ingredients, drives home Big Boss’s core principle of sustainability. The system was designed as a flexible
toolkit to accommodate expansion.

BB Banners 01
BB Tshirt 01
BB Logo art 01
BB packaging 01
Screen Shot 2022 02 24 at 12 38 12 PM
Screen Shot 2022 02 24 at 12 32 17 PM
BB logo Studies 01
  • What we did:
  • Naming
  • Brand Story Development
  • Brand Identity
  • Brand Visual Language
  • Brand Toolkit
  • Restaurant Packaging Concepts