Let's get wiggly

Renowned for its authentic Northwestern Chinese cuisine and hand-pulled Lanzhou beef noodles, No.1 Beef Ramen sought to evolve its brand as it opened its flagship Newmarket restaurant.

The transformation began with a new name: Oodles. Inspired by the abundance and generosity at the heart of the dining experience. Drawing from vintage Chinese animal motifs and the ancient Dunhuang murals, we created a cast of playful mythical creatures whose flowing forms merge seamlessly with hand-pulled noodles. Rich colours, expressive storytelling and a contemporary identity celebrate generations of culinary heritage while introducing authentic Northwestern Chinese cuisine to a new generation of diners.