Client: House of Fu

4 years after winning the British St. Food Award, House of Fu decided it was time make a comeback. Their week-long ramen pop up inside Headrow House—selling out within the first hour—showed us what can be achieved when high-quality culinary craft meets potent, bold, thoroughly researched design.

This was no ordinary project. Our goal was to build a brand that captured the balance between chaotic and calm, inspiring universal engagement with an intimate, tailor-made experience. Our research led us into libraries, through catalogues of Japanese character styles, and pushed us to identify cultural brand touch points, colour palettes, and nuances we could adapt without resorting to cliché or appropriation.

House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu
House of Fu

Not only did our assets have to be bold and consistent across Fu’s social platforms but they also had to work in the physical realm. The traditional hand stitched Noren curtains alongside our handmade light boxes provided a tactile element to the brand, a piece of the puzzle our audience could steal and add to their own stories and streams.

House of Fu plans to open a permanent location in winter 2019, which gives us an opportunity to roll out these ideas further.