DRAGON NOODLE by David&Goliath for DRAGON NOODLE

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DRAGON NOODLE

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market United States
Agency David&Goliath
Executive Creative Director Colin Jeffery
Copywriter Greg Szmurlo
Released August 2009

Credits & Description

Category: Posters
Advertiser: MGM MIRAGE AND MCC HOSPITALITY GROUP
Product/Service: DRAGON NOODLE RESTAURANT
Agency: DAVIDANDGOLIATH
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: DAVIDANDGOLIATH, El Segundo, USA
Chief Creative Officer: David Angelo (David & Goliath)
Executive Creative Director: Colin Jeffery (David & Goliath)
Design Director: John Kieselhorst (David & Goliath)
Copywriter: Greg Szmurlo (David & Goliath)
Media placement: Posters - Casino, Hotel, & Restuarant - August 2009 - Present

Describe the challenges and key objectives
The goal was to whole-heartedly embrace all the visual and verbal cliché’s of Chinese noodle shops and revel in their wacky chaos. The trick was to do so without offending any of the restaurant’s patrons or employees. The result is a fun and engaging celebration of Chinese restaurant graphics that is as unique and vibrant as Las Vegas itself.

Describe the brief from the client
There are thousands of restaurant choices in Las Vegas…from fine dining to casual and everything in between. Dragon Noodle Co. & Sushi Bar, needed a new identity for their 8-year-old Chinese noodle shop. The re-branded restaurant needed a unique look that would not only stand out in the crowded landscape of Sin City; it needed a thematic hook that would make sense of the eclectic Chinese menu and sushi bar, draw guests in and keep them coming back for more during future Vegas visits.

Describe how you arrived at the final design
From dancing bok choy to smiling tangerines and floating baby heads, the treatment for Dragon Noodle is a random mix of clip art that in some crazy Vegas world, makes sense. The bright background gradient grounds the floating artwork, while the logo is always housed in an octagonal container to draw the eye and re-enforce branding.

Give some indication of how successful the outcome was in the market
Since the launch of the campaign, there has been an obvious increase in foot traffic. The restaurant staff has noticed that customers stay longer and often request keepsakes and souvenirs with the new identity.