Auckland’s Studio South has rebranded the restaurant formerly and unhelpfully known as No.1 Beef Ramen, whose old name read more like a review than a business. Renamed Oodles ahead of a new flagship in Newmarket, the identity leans on stocky no-nonsense black lettering over postbox red — closer to a perennially hip skate label than a noodle joint, while the kitchen keeps making the same Northwestern Chinese hand-pulled Lanzhou beef noodles. Studio South handled strategy, naming, identity, illustration and copywriting.
