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 specialty cuisine.

Our design strategy was to bring the traditional beef broth to life with majestic animal imagery.

Soo Zee becomes a character of many forms that represents the art of mixing the herbs and spices to create an authentic beef noodle soup that you won’t forget.

Soo Zee 23

The broth used in Soo Zee 23’s authentic beef noodle soup originates from the streets of Sichuan, China, and is handcrafted using a blend of 23 herbs and spices in a process that takes over eight hours.

The Creative Method was asked to bring the story of the soup to life with a name, logo, identity creation, graphics, apparel, menus, tableware, a website and packaging.

Soo Zee 23

Our Work
Brand Creation
Logo Design
Menu Design