@mia.rivFinally tried the new spot on 8th. The broth was the best part.
Modern Egyptian · Chariot delivery
Case Study · MarketingModern Egyptian
One brand,
Two flavors
Every brand identity makes a bet on how people will respond to it. With Tutenramen, we tested two bets at once: a refined Modern Egyptian style built on culinary tradition and character, and a Chibi Anime variant made with charm and expression, both wrapped around a ramen recipe featuring warm spices drawn from North African tradition.
From there, we examine how each direction shaped the brand’s identity, motion, and guest experience — and how audiences responded, revealing which ideas felt premium, memorable, and worth sharing.
02 · Key ArtModern Egyptian
Bringing the brand to life
Motion gave each direction a distinct personality: Modern Egyptian felt ceremonial and prestigious, while Chibi Anime felt playful, expressive, and full of energy.
View the style guide ↗Modern Egyptian · Monogram
03 · Guest Response StudyModern Egyptian
What the audience revealed
An illustrative four-week study combined guest activity with QR-code exit surveys. The Chibi Anime direction inspired more sharing, longer livestream viewing, more guest-created posts, stronger recall, and higher return intent. Modern Egyptian still led on premium perception, while the Chibi Anime direction inspired more sharing, stronger recall, and greater guest participation.
04 · SocialModern Egyptian
Designed for the feed
Each visual direction extended into a distinct social identity, shaping how the brand communicated, connected with guests, and encouraged sharing.
@mia.riv
@drewp_Dinner showed up still hot, which honestly never happens.
@miso_the_catRainy-day lunch between errands. Exactly what I needed.
@clairehWe ordered two bowls and somehow still fought over the egg.
@samir.nWalked past this place three times and finally went in. Worth it.
@bluebeetleLate dinner, zero energy, surprisingly solid.
@priya.sLunch with Ana before the movie. We cleaned both bowls.
@marco_vAte this in the car because I couldn’t wait ten minutes.
@pepperdogThe cup kept the noodles hot all the way home.
@kenji.oFast delivery and the broth didn’t spill. Five stars for that alone.
Something stirs beneath the sand…
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Case Study · MarketingChibi Anime
One brand,
Two flavors
Every brand identity makes a bet on how people will respond to it. With Tutenramen, we tested two bets at once: a refined Modern Egyptian style built on culinary tradition and character, and a Chibi Anime variant made with charm and expression, both wrapped around a ramen recipe featuring warm spices drawn from North African tradition.
From there, we examine how each direction shaped the brand’s identity, motion, and guest experience — and how audiences responded, revealing which ideas felt premium, memorable, and worth sharing.
02 · Key ArtChibi Anime
Bringing the brand to life
Motion gave each direction a distinct personality: Modern Egyptian felt ceremonial and prestigious, while Chibi Anime felt playful, expressive, and full of energy.
View the style guide ↗Chibi Anime · Chariot delivery
Chibi Anime · Monogram
03 · Guest Response StudyChibi Anime
What the audience revealed
An illustrative four-week study combined guest activity with QR-code exit surveys. The Chibi Anime direction inspired more sharing, longer livestream viewing, more guest-created posts, stronger recall, and higher return intent. Modern Egyptian still led on premium perception, while the Chibi Anime direction inspired more sharing, stronger recall, and greater guest participation.
04 · SocialChibi Anime
Designed for the feed
Each visual direction extended into a distinct social identity, shaping how the brand communicated, connected with guests, and encouraged sharing.
@softglowThe character photo wall turned dinner into a full photo shoot.
@nia.bThe packaging is cute, but the broth is actually really good.
@evan.cThat character mural wraps the whole dining room.
@ramen.notesTwo bowls, extra eggs, no notes.
@layla.kI would buy the whole merch table if they let me.
@smokeycatThe glowing sign pulled us in from across the street.
@hana.pmEven the staff aprons and takeout bags match the characters.
@cassmThe delivery box looks like a tiny chariot.
@devon.jpgThe printed menu feels like a set of collectible cards.
@sunnydaysEvery little printed detail is ridiculously thoughtful.
Something stirs beneath the sand…
