Soo Zee 23's Packaging Features Dynamic Collage Style Imagery

by Natalie Mouradian on 08/07/2018 | 4 Minute Read


The Creative Method designed this dynamic branding and packaging for Soo Zee 23, a restaurant that specializes in authentic Chinese beef noodle soup. The design takes inspiration from “exquisite corpse” drawings in that collaged imagery come together in order to create a vibrant solution.


“Back in 1948, homemade broth was served from a bicycle stand, shared and loved by those who ate it. This broth recipe originated from Sichuan China and eventually made its way to the streets of Taiwan. Soo Zee 23’s broth is handcrafted using a blend of 23 herbs and spices in a process that takes over 8 hours. Using only the freshest ingredients in every dish, the result is authentic and tasty beef noodle soup.”


“Soo Zee is Sichuanese for ‘number‘, and ‘23’ represents the number of blended herbs and spices used to create their famous broth. The Chinese characters for ‘eat’ (吃) and '23' (二三) are also featured in the identity to reinforce the authenticity of their speciality cuisine.

The Creative Method was asked to bring the story of Soo Zee 23 to life with a name, logo, identity creation, graphics, apparel, menus, tableware, a website and packaging. Soo Zee becomes a character of many forms that represents the art of mixing 23 herbs and spices to create an authentic beef noodle soup that you won't forget.”


Designed By: The Creative Method

Creative Director: Tony Ibbotson

Designer: Emma Lucia

Client Services Director: Nicole Rippey

Location: Sydney, Australia

You may also like