Immi was founded by a couple of third culture kids; Asian-Americans who grew up working alongside their families in the food markets of Taiwan and Thailand. They sought to recreate the flavors that are important to their cultures, while using an innovative approach to ingredients that make things healthier. Their goal wasn’t to produce Americanized versions of Asian food. Immi’s flavors are bold, complex, and proudly Asian. Think Szechuan-style beef or Shrimp Tom Yum. So where do things take a turn from tradition? Immi invented the first ever plant-based, high protein, low-carb ramen noodle.

With an understanding of immi’s in-between place in the world, we set out to create a brand that represented a beautiful collision of cultures. We took inspiration from Asian markets in San Francisco and the mainstay ramen brands that fill their aisles. The logo forms a seal referencing a YìnJian, the Chinese equivalent of a stamp which is used in lieu of signatures on personal documents. This perfect little mark is also meant to conjure thoughts of a ramen brick. The yellow packaging gives it that iconic instant ramen look and feel, but instead of showing the traditional bowl of noodles on the front of pack, we opted for a more contemporary collage style with the photography. Delicious ingredients floating above steaming bowls of those familiar wavy noodles. We created a typographic system that also leans into dualities: historical and futuristic. A slanted typeface that feels inspired by traditional calligraphy, paired with a futuristic, almost brutalist style sans serif. Even though Immi is night and day different from its shelf mates, the resulting brand feels just as familiar and delicious, with way more personality. There’s a reason instant ramen doesn’t take a reservation, it’s supposed to be fast and fun.