Noted: New Logo, Identity, and Awesome Cowboy for Ramen Hero by Iyashi
“Giddy-slurp!”
(Est. 2015) "Ramen Hero home delivers authentic Japanese ramen accessible to all Americans no matter where they live, or who they are. It all started when Ramen Hero founder, Hiro Hasegawa, noticed he couldn't find authentic ramen in the U.S. like back in Japan. So he decided to do something about it. Ramen Hero is committed to spreading ramen love throughout the country and years from now will be known as the brand that made real ramen a permanent part of American culture. Ramen Hero gives everyday Americans a chance to enjoy authentic ramen that's easy to order, make and brings families and friends together."
Design by
Iyashi (San Francisco, CA)
Mascot: Juan Molinet (Berlin, Germany)
Related links
Ramen Hero blog post
Iyashi Medium post
Relevant quote
The concept of Honkaku is at the heart of everything Ramen Hero does, and so the same had to hold true for this new brand relaunch. More than a word, Honkaku is an attitude of authenticity, creativity, professionalism, and attention to detail.
For millions of people ramen isn’t just a food, it’s an essential part of their daily lives, a sustenance that not only feeds their bellies but their souls. Similarly, when we redesigned the Ramen Hero logo we wanted it to represent a lifestyle, not just a brand.
Ramen Hero’s latest ad isn’t just an ad, although we do hope it inspires noodle lovers to slurp down some delicious ramen. Created by the San Francisco based Iyashi brand studio, the ad is part of a newly unveiled brand relaunch for Ramen Hero aimed at highlighting Japan and America’s rich history of creatively blending cultures, particularly when it comes to food.
Images (opinion after)
Opinion
The old logo was pretty good, with a speedy bowl of ramen coming at you like a super hero, along with a decent, if un-hero-ish, wordmark typeset in Freight Micro Pro. The new logo takes the starting point of Freight Micro and recreates it in a kind of Japanese comic book title in a bold, primary color palette — I could totally see this working with a weathered texture on a vintage tee. The logo is accompanied by Mt. Fuji come to life in a charming mascot that is very excited for ramen. Mt. Fuji with noodles and chopsticks on its peak is a silly premise and that’s what makes it work. Not much in terms of application but to make up for it there is a delightful cowboy spokesperson that pitches ramen with gusto, irony, sarcasm, and a deadpan Western drawl that’s simply too good. Overall, a very unexpected way of selling home delivery ramen but I would ride into the sunset with everything and everyone involved in this.
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