A Visual Identity for Google

How might we create a brand experience for Google employees in China to encourage interaction at meal times

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We like to think we have a great reputation for food & beverage, and being asked by Google to create a brand experience for their employees is the pat on the back we proudly accepted! 

Steam’d is a place where Googlers can come together and geek out over noodle and broth combinations, indeed there are some many options available we created an algorithm that would allow the team to order with just a string of digits. The best thing about Steam’d is it’s free, unfortunately you have to work at Google to eat there!

Find it at the Google Shanghai Office



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Steam'd, a place where Googlers can come together


Cooking up the ideas!

The science tells us noodles are a great source of power for the human body, sense tells us noodles are delicious. We wanted to build something unique, a set of options and processes that are a combination of sense and science. 



...bringing them to life

Wall Graphic

Shanghai Office


Shanghai Office


Shanghai Office

Wall Graphic

Beijing Office

How does our noodle machine work you ask?


When designing a menu for a noodle cafe, there are several key strategies that can be implemented to enhance the overall customer experience. One such strategy is to use a written formula to allow Google engineers to order their food. This approach can be fun effective because it simplifies the ordering process and reduces the risk of miscommunication.

To implement this brand strategy, the menu should use numbers and letters to replace the names and flavors of each dish. For example, a bowl of ramen could be assigned the letter “R” and a number corresponding to the flavor (e.g. R1 for miso ramen, R2 for shoyu ramen, etc.). This approach allows customers to quickly and easily identify the dish they want to order without having to decipher complex names or descriptions.

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Another key aspect of menu design psychology is the use of visual cues and layout to guide the customer’s attention. For example, using bold or colored text to highlight popular dishes or specials can draw the customer’s eye and encourage them to try something new. Additionally, grouping similar dishes together or using visual icons to denote vegetarian or spicy options can help customers quickly navigate the menu and find what they’re looking for.

Ultimately, a well-designed menu should be intuitive, visually appealing, and easy to navigate. By using a written formula and incorporating visual cues and layout strategies, a noodle cafe can create a menu that enhances the customer experience and increases sales.

Google Beijing