Client

李掌櫃 功夫製麵

Year

2022

條條有李．道道極製

Services

Brand Identity

80年代台灣的麵食飲食環境一般除了路邊小攤外，便是到處招牌林立的牛肉麵店，因此，為突破以往麵食制式化經營方式的框架，李掌櫃研發出各式口味變化豐富乾拌麵、湯麵、湯品及飯食類，以客人需求為導向麵食品項，搭配明亮舒適的用餐環境，此創意推出至今，不但廣獲好評，更為餐飲界帶來相當程度的影響，而長久以來，顧客對於李掌櫃「價格」與「價值」的認同和信任，已是李掌櫃貴寶貴的品牌資產。

A light pink background with a circular logo featuring stylized white Japanese characters. The text 'NOODLES LEE' is at the top and Japanese characters '道道極製' are at the bottom.
The image has Chinese characters with the English translation "Noodles Lee" below, and a red square with a black Chinese character at the top of the Chinese characters.
Logo featuring Chinese characters, the words 'SINCE 2007', and the text 'NOODLES LEE' in red and black, with a white background.

CORE VALUE

Logo with the words "Craftsmanship" and "Homemade Noodles" and Chinese characters
A bowl of ramen with green vegetables, sliced beef, noodles, and sauce, set against a red background with Chinese characters.

CHALLENGE

李掌櫃成立至今已有十餘年，目前三間店面皆座落於台北市區精華地段，是老饕客之間口耳相傳的經典老店，口味豐富多變的乾拌麵等麵食在同行中已有一定的口碑與品質保證。

然而，現今疫情對台灣餐飲產業的衝擊仍在持續，同時各類新型態店面崛起，改變大眾以往消費習慣，面對產業型態的轉變，李掌櫃決定在同業之間的強烈競爭中打造出截然不同的新面貌，邀請SPARKLY IDENTITY團隊來協助進行品牌重塑，打造全新識別系統與店面視覺。

Red background with white text saying 'KUNG' and a pair of black chopsticks holding noodles.
A red Asian-style paper parasol with floral design, reflected on a glossy surface with a red background.
Text that says "OUR SOLUTIONS" in large white letters on a black background.
Text in bold capital letters saying 'NEW IDENTITY' with a black background.
Various branded guidebook pages with red, white, and black design elements, featuring Chinese characters and English text such as 'NOODLES LIFE' and 'BRAND DESIGN GUIDEBOOK 2022'.
Black background with large white text that says 'Packaging Redesign' and smaller white text that says 'In Progress'.
Text reading 'Brand Analysis' on black background.
Black and white logo with stylized Japanese kanji characters enclosed in a circle.
Exterior of a Chinese restaurant with large glass windows and a white facade. Sign with Chinese characters and a red logo is displayed at the top. A red vertical banner with a woman's face and more Chinese characters stands outside, along with a menu stand showing restaurant offerings.
Text on a sign containing addresses and directions, reading: 'No. 3, Aly. 6, Ln. 18, Noodles Lee, Nanjing W. Rd.'