Noroshi is an authentic ramen shop in Hokkaido, a region famous for its rich aquaculture. Extremely detailed illustrations showcase the ingredients in a way that elevates them to fine art. In the menu spreads you can see the product page adjacent to the illustration page; in a way this seems to be a ‘before and after’, showing the fresh ingredients before they end up in your bowl. One additional nice detail is in the logo itself; Noroshi means ‘smoke signals’ in Japanese, reading as のろし in kanji. The logo stacks these characters in the traditional way that Japanese is read, and illustrates them as a wisp of smoke coming from the mountain.

Noroshi Branding & Illustration by Lee Ching Tat.