I wasn't involved in the design process and I must say I wish that they'd done a better job with it. It's a very simple grid-based design and the only 'movement' or break in rigidity to its appearance is the slanted panel on which the menu sits. Everything else seems dated.
There's an attempt to looking 'youthful' and 'modern', of course, via the 'Did You Know?' segment under 'Inspiration', which features a Warholian technicolour touch. But because it seems like such an after-thought, it makes the brand seem a tad schizophrenic. Perhaps, the client is new to the idea of branding and design language. Perhaps, the agency struggled to convince them of its value. Hopefully, over time, they'll have another opportunity at giving this kooky noodle brand the visual personality it deserves.
