Cooking up a new restaurant brand in Hong Kong

  • Brand identity
  • Brand storytelling
  • Logo and key messages
  • Design language and brand guidelines
  • Photography
  • Environment
  • Website
  • Uniforms
  • Menu designs
  • POS collaterals
  • Media releases
  • Launch campaign
  • Signage
  • weibo

Popular Noodle LAH restaurant offers innovative East Asian noodle dishes with a contemporary regional Asian aesthetic.


Hong Kong is famous for great restaurants. Restaurateurs who get their offering right can thrive in densely populated urban areas full of eager diners.

New food and beverage operator, Eat LAH Group, entered this market seeing a demand for innovative East Asian noodle dishes with a contemporary regional Asian aesthetic.

Their first offering is a called Noodle LAH.


Local diners are very sophisticated and price conscious. Hong Kong real estate is the world’s most expensive. Launching a new restaurant here can be quite a challenge.

The challenge only increases for a new market entrant without the scale of the big chain eateries.

Differentiation and storytelling through the right branding solution and execution are essential ingredients for success.


After conducting research, Stepworks and Noodle LAH defined and distilled the fundamental brand personality and messages in a brand model document.

The brand model document allowed the diverse members of the development team to achieve a reassuring understanding and consistency across every aspect of the offering. The offering was distilled into a brand DNA, noodle culture remixed.


After the discovery stage, Stepworks developed a brand identity and overall design language. Multiple creative directions were explored. Together with the Noodle LAH team, we tested creative directions to find out which would best resonate with our intended audience.


The Noodle LAH brand calls for a warm, friendly contemporary space where people can meet and enjoy their favorite noodle dishes together.

Stepworks established the look and feel of the interior and worked with construction teams to ensure the Brand DNA was expressed.


While the restaurant was still under construction, Stepworks developed a website, menu designs, promotional collaterals, media releases and signage.


The first Noodle LAH celebrated its soft launch on time and was well-received by Hong Kong diners. Stepworks continues to work with Noodle LAH! to develop various marketing communications and campaign pieces.

“From it’s interior design, menu and wait staff, I once thought it’s a new outlet of Maxim’s group. After checking with one of the waiters proved me wrong. Noodle LAH! does not belong to any of the dining groups and it positions itself clearly.”

“Menu was printed on a brown paper with simple layout. Some dishes got a witty name which put a smile on my face.”