Broth City Ramen Festival Brand Design Creation by Student Che-Wei Wu

The Broth City Ramen Festival is an annual week-long event held in Union Square Park, New York City, featuring 150 to 200 vendors from Japan and local establishments. This festival serves as a captivating gateway to educate attendees about the five regional ramen styles: shoyu (soy sauce), salt, tonkotsu (pork bone), miso, and Tori Paitan (chicken). The design approach aims to elevate the festival’s visual identity through lively copywriting, linking each ramen variation to one of New York City’s five boroughs. In 1966, ramen debuted in American food culture with the introduction of instant noodles. Over time, however, ‘ramen’ in English came to be associated with ‘cheap instant food,’ despite the dish’s inherent complexity and sophistication. Today, some ramen establishments have successf