Because the UAE is a multicultural place we had to design an international brand that doesn’t refer to any specific country to sell great tasty food full of flavour and culture.
With a great diversity of people the UAE has everything from more traditional cities to huge cosmopolitan mega-cities.
The link between these two different clusters is the stomach. There are a lot of immigrants living in the UAE, each one of them have a different cuisine and since there is a lot of different cuisines people are opened to try new food.
The icon was designed to represent the union between everything that stands for the brand. Linking the noodle’s box with the western orient sun and the sand that is part of the culture of the UAE and in some parts of the UAE the sand meets the sea so we represent that as well.