Xiù – Noodles & Dumplings
Xiù - Noodles & Dumplings is a food truck that brings Chinese culture to the streets. "Xiù" means "elegant" in Chinese, and the concept is inspired by the bravery of Shaolin warriors and the strength of sumo wrestlers. Here, noodles and dumplings are more than food; they are experiences.
Services
Client
Year
Challenge
Standing out in the warriors' field
Xiù needed to stand out not just for its flavor, but for its identity, art direction, and communication. Speaking to a young audience requires boldness. The mission: make Xiu a reference in Chinese street food. Deliver an experience with the precision of Shaolin warriors and the impact of sumo wrestlers.
Objetive
Developing a powerful identity using technology
Our goal was to position Xiu as the most exciting option for noodles and dumplings. We aimed for a brand that felt authentic. Additionally, we used AI tools in the branding process to personalize experiences and optimize design.
Result
Street food with weight
Visual Identity: We created a visual identity that connects with the strength of sumo wrestlers and the precision of Shaolin warriors. The logo is inspired by Chinese buns, with lines and patterns representing noodles because “why not use Chinese symbols and references as much as we can?”
Art Direction and Brand Design: Art direction was key in shaping Xiù. Every detail, from packaging to social media posts, was designed to convey Xiù’s strength and tradition.
Comprehensive Brand Experience: Beyond food, we created a brand experience that attracts and keeps customers interested. AI played a crucial role, allowing us to personalize the customer experience and adapt brand communication.
