Overview
The SOBA branding project is a visual exploration of modern Japanese street dining through a bold, minimal, and highly graphic identity system.
The goal was to create a brand that feels both urban and refined, blending traditional Japanese cues with a contemporary visual language inspired by nightlife culture and fast-paced city energy.
The concept centers around contrast - calm versus chaos, minimal versus expressive - much like the balance found in authentic Japanese cuisine.
Through clean typography, geometric layouts, and a striking red-and-white color palette, the brand conveys precision, heat, and rhythm.
Each element - from the packaging to the posters - celebrates the motion and intimacy of late-night dining experiences, transforming something as simple as takeout into a cultural statement.
The project redefines how an Asian noodle bar can look and feel: not nostalgic, but bold, modern, and unapologetically graphic.
SOBA is not just a place to eat — it’s a visual and sensory experience that connects design, flavor, and emotion.
