Joy's Noodles & Rice is a Thai and Pan Asian restaurant in the Boystown and Lakeview neighborhoods of Chicago, Illinois. This neighborhood has a very vibrant culture and I wanted the restaurant to be reflective of that. I took the iconic shape of a takeout box and combined it with the art of origami to create the unique mark where the traditional meets the present. For me it was crucial to have an iconic mark that would be quickly recognizable from a distance so I took a more geometric approach. Playing off of the vibrancy of the neighborhood, it was important to bring in bright, bold colors into the brand. I created some traditional and modern patterns to carry throughout the brand to continue the theme of old meets new. Ultimately I believe that this rebrand would fit in perfectly with the Boystown neighborhood.