Hey Noodles Brand Identity

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Hey Noodles is a chain of casual noodle restaurants that specialize in Xiăo Miàn and originated in Chongqing, China. In the early 2000s, a Xiăo Miàn craze spread through China like wildfire, and the chain grew to more than 200 locations.

The reputation of their Xiăo Miàn noodles reached Chinese Canadians which inspired them to open their first location in Downtown Toronto's vibrant Spadina Chinatown neighbourhood in 2015. Within a few weeks, their restaurant was a hot spot among Asian millennials and other locals who wanted to try their flavourful noodles.

Since then, they have continued to grow by opening six new locations in the GTA and needed a new brand identity that could reach a broader audience in Canada and eventually North American wide.