Uncle Lee is a new chain of Chengdu style noodle, that offer local and international noodle goods and specialty food and drinks, deliciously prepared with a focus on organic Chengdu Noodle. RDA has designed branding for the woody-style restaurant that translate its special ingredients into an iconic identity. The program encompasses naming of the noodle and the design of the interiors, as well as environmental graphics and packaging.

RDA refined the Unclelee project into a clear brand identity design system for noodle restaurants and food service. The work connects strategy, visual identity and practical applications so the brand can build recognition, trust and stronger commercial conversion across digital, print and spatial touchpoints.