go
go
Originally established in 2015 as a classic noodle bar in the heart of Tel Aviv, GO Noodles has evolved over the years, expanding its menu to include additional Asian street food favorites, sushi, and more. The brand has also grown with multiple branches opening not only in Tel Aviv but also in other cities across the country. Additionally, they launched their own line of products, offering fresh hand-pulled noodles and sauces for home cooking. Lastly, they began catering Asian events for up to 100 people.
Our mission in this rebranding task was to reimagine GO as a multi-brand entity, encompassing its various fields of operation with distinct sub-brands. We started by renaming the restaurants to better reflect their offerings, replacing “noodles” with “Asian Canteen.” We then named the Asian provisions line “GO Goods Asian Store” and the catering service “GO Big Asian Events.”
We chose to retain the original green as the leading color and paired it with an off-white, yellowish tone. The GO brand already featured an angel aura monoline icon, representing their “Go for the good” values. We decided to expand this into a complete visual identity, utilizing the oval shape to structure the entire menu sections and iconography representing the brand’s values. This resulted in a modern, hi-tech look that complements their innovative app-based ordering and locker pick-up system, as well as their all-natural, healthy, and forward-thinking approach.
Originally established in 2015 as a classic noodle bar in the heart of Tel Aviv, GO Noodles has evolved over the years, expanding its menu to include additional Asian street food favorites, sushi, and more. The brand has also grown with multiple branches opening not only in Tel Aviv but also in other cities across the country. Additionally, they launched their own line of products, offering fresh hand-pulled noodles and sauces for home cooking. Lastly, they began catering Asian events for up to 100 people.
Our mission in this rebranding task was to reimagine GO as a multi-brand entity, encompassing its various fields of operation with distinct sub-brands. We started by renaming the restaurants to better reflect their offerings, replacing “noodles” with “Asian Canteen.” We then named the Asian provisions line “GO Goods Asian Store” and the catering service “GO Big Asian Events.”
We chose to retain the original green as the leading color and paired it with an off-white, yellowish tone. The GO brand already featured an angel aura monoline icon, representing their “Go for the good” values. We decided to expand this into a complete visual identity, utilizing the oval shape to structure the entire menu sections and iconography representing the brand’s values. This resulted in a modern, hi-tech look that complements their innovative app-based ordering and locker pick-up system, as well as their all-natural, healthy, and forward-thinking approach.
To add a vibrant street vibe, we incorporated a dynamic color palette inspired by the works of Japanese pop-psychedelic artist Tadanori Yokoo. Additionally, we commissioned an original tattoo-style illustration bundle by Tel Avivian tattoo artist KoolKat, featuring playful figures like CroGOdile, DraGOn, GOrilla, and the “GO get ’em tiger.”
Lastly, we created two new logos: “GO Goods” and “GO Big”, along with new packaging for products, home kits, and event platters.
To add a vibrant street vibe, we incorporated a dynamic color palette inspired by the works of Japanese pop-psychedelic artist Tadanori Yokoo. Additionally, we commissioned an original tattoo-style illustration bundle by Tel Avivian tattoo artist KoolKat, featuring playful figures like CroGOdile, DraGOn, GOrilla, and the “GO get ’em tiger.”
Lastly, we created two new logos: “GO Goods” and “GO Big”, along with new packaging for products, home kits, and event platters.
