New Branding, Same Values

As you may have noticed, we've undergone some big changes with our branding, our restaurants' interiors, and our website! We've introduced new materials, new uniforms, new menu items, and a brand-new logo in Ghent and Leuven.

We know many of you loved our previous look and will be sad to see the little red persona go. But we wanted -- No, we needed to develop branding that would match our goals for customer experience as well as our new tagline: HONEST RAMEN.

That's why we've taken the major step of upgrading every Umamido location - both in Belgium and in Switzerland. Since January, Umamido Bourse and St Catherine received their interior upgrade, as well as team retraining for our new menu and branding. We hope that our Brussels community is as excited as we are!

In the coming months, we'll be sharing more about: our decision to rebrand; how we're tackling the challenges and joys of a rebrand as a team; how we're scaling and marketing this new experience; and how we developed the branding itself - just to name a few topics! 🦊