TRY Design create a psychedelic identity for sustainable Asian-Scandinavian restaurant Tunco

For the entrepreneurs behind Oslovian noodle restaurant Tunco, reducing their environmental impact is just as important as the quality of their affordable, Asian-inspired cuisine. Founded in 2015, they donate a meal to a child in need for every single meal they sell to a customer – a commitment that’s seen them build up a conscious and committed following over the years. Despite that, they’d struggled with their brand – finding it to be too anonymous compared to their bold mission, meaning interest beyond their core, and ultimately niche, target group was lacking. To solve their conundrum, Tunco’s founders turned to the branding department of Norwegian communications agency TRY Design for a revitalised identity system, website and interior design; hoping to come out with a visual language more reflective of their explorative, genre-bending recipes. The resulting identity revolves around the concept of ‘trippy cuisine,’ playing on the connection between food and our senses through organic shapes and expressive typography. Set in Dave Coleman’s Funkford, the Tunco wordmark is a prime example of this idea due to the movement and mystique conveyed by its 60s inspired bellbottom serifs.