︎︎︎ What Kind of Dream Did the Turtle Dream at the Soba Restaurant?

‘Dream of Turtle’ is a seafood Maze-soba restaurant located in Seoul, since 2020. The inspiration behind the restaurant’s name originated from a turtle’s dream that the CEO had while preparing for the store’s opening. However, it became evident that a lack of a specific visual identity, coupled with unfamiliar store names and menus, caused inconvenience for consumers in recognizing what they serve, leading to a deteriorating financial situation.

In response, I set out to visualize the brand image by merging the CEO’s turtle dream with Maze-soba. The outcome is a more intuitive visual identity by envisioning the image of wavy lines of noodles with the sea where turtles swim. Furthermore, to capture the essence of the restaurant’s name without directly incorporating a turtle image, I utilized splashing water as a design element. The objective was to convey a fresher and more intuitive image to consumers, effectively addressing the challenges faced by the restaurant.