RAMEN TATSU-YA

Objectives:

Ramen Tatsu-ya, with locations in Houston and Austin, TX, wanted to create a campaign to highlight menu items and entice clients to beat the heat of the hot Texas summer at their locations. The brand plays off a balance between traditional Japanese culture and pop culture and was open to new creative solutions.

Solutions:

The concept was to explore “what would a yeti do if it were trapped in Texas,” juxtaposing the yeti cooling off with a cold drink and cool noodles in a tropical setting. This creative solution was designed to be both playful and attention-grabbing, aligning with Ramen Tatsu-ya’s brand identity.

The Process:

• Concept Development: Brainstormed and refined the idea of the yeti in Texas.
• Illustration: Hand-illustrated the yeti, palm trees, and added a chain with the Tatsu-ya logo for brand recognition.
• Color Variations: Developed unique colorways for each location to enhance sub-brand recognition.
• Client Collaboration: Worked closely with the client to ensure the concept and illustrations met their expectations.

Deliverables:

• A variety of social media assets
• Posters
• Sandwich boards
• A landing page
• Artwork for a Spotify “summer of chill” playlist

Results:

The campaign successfully captured attention and aligned with Ramen Tatsu-ya’s brand identity, encouraging customers to visit their locations during the hot summer months. Client feedback was positive, appreciating the unique and playful approach that stayed true to their brand.

This campaign won a silver in the international advertising awards competition from Graphis