RUEN

Obsessed: a legend, a character and an identity for a basement ramen shop

OBSESSED is a basement ramen shop down an alley. I came up with its name, its legend and its character: Tammy, the spirit of an ajitama egg who keeps trying to get into the soup. The logo, palette, packaging, merch and social media grew out of that story.

In 30 seconds

The place: a basement ramen shop down an alley
The name: rumour has it that once you’ve tried the ramen here, you can’t think about anything else. Hence OBSESSED
What I made: name, legend, the character and his moods, a logo in three versions, palette, packaging, merch, stickers, signage, social posts

Legend

OBSESSED is a basement ramen shop down an alley. Rumour has it that once you’ve tried the ramen here, you can’t think about anything else.

The mascot is Tammy, the spirit of an ajitama egg. Long ago he was dropped next to the bowl by accident, and ever since he has wandered the place dreaming of finally getting into the soup. But something always goes wrong: the noodles are too slippery, the chopsticks slide apart, the guest eats too fast.

Tammy is an eternal loser and the soul of the place.

Between attempts to get into the bowl, Tammy makes matcha. He’s convinced nobody else knows how to make it properly.

“They’re all hopeless,” he mutters, whisking the green foam with a chasen. “Too much powder. Or too little. Or the water’s the wrong temperature. A tragedy.”
“Others? Don’t make me laugh. I’ve seen how they whisk. That’s not foam, that’s soapy water. I’d cry, but I’m runny enough as it is. So I make matcha myself. For me. Sometimes for a guest, if they ask very politely and promise not to criticise. Spoiler: they criticise anyway. Hopeless.”

Hence the Tammy’s Matcha can.

Character

Tammy is the soul of the place and the brand’s main carrier. He has a personality and a set of moods, so he works just as well on a sticker, in a post and on packaging.

Tammy’s moods

Matcha snob
Tasting someone else’s matcha.
“I’ve seen worse. Today. Twice.”
Waiting for his chance
Perched on the edge of the counter, nervous: maybe today’s the day.
So close!
Hanging on to the chopsticks. Just a little more and he’s in the bowl.
Grumpy
Arms crossed, discontent with everything.
Existential dread
Realises his existence has only two outcomes: get into the bowl and be eaten.

Logo

The OBSESSED lettering with Tammy running above it, framed by the Japanese “ムチュウラーメン”, meaning “crazy about ramen”.

Main version with Tammy: for the sign, packaging and merch.
Lettering without the character: where Tammy is already nearby.
Round badge: for the avatar and small items.

Main version on light

Main version on dark

The Obsessed lettering without the character on dark — Lettering without the character

The round Obsessed badge on light — Round badge on light

The round Obsessed badge on dark — Round badge on dark

Palette

Six colours with kitchen names. Tap a colour to copy its code.

Applications

Chef’s T-shirt, noodle box, chopsticks, stickers, tote bag, matcha can, awning and window. On the T-shirt Tammy has finally made it into the bowl, and the line asks: “Tammy, at last?”