Yō Miàn
Concept
Thick, hand-pulled, expressive and full of character. These are the qualities of biang biang noodles that inspired a Bulgarian MasterChef winner to open Yō Miàn – a modern urban noodle restaurant. Victoria Nikolova (@pllik) was commissioned to create a bold and recognisable visual language for it. She translated the physicality, movement, and spirit of the noodles into a series of characters rooted in Chinese culture – a dragon, Bruce Lee, a tiger, and the mythological Fenghuang.
Execution
Once the visual concept was set, it was all about bringing it to life at the restaurant itself. 200% Studio took on the task of production and branding of the space. Given full creative freedom from the owner, we explored the possibilities and translated the visual identity across neon and custom signage, posters, window branding, and more.
From menus to digital and printed materials, together with Victoria Nikolova, we captured the spirit of Yō Miàn – culturally grounded, high-quality, and approachable without pretension.
Production Process
