There are thousands of restaurant choices in Las Vegas. The Dragon Noodle Company needed a fresh, new identity to help its eight-year-old noodle shop stand out. Since Chinese restaurant graphics are largely generic, ubiquitous and clichéd, LA-based creative agency David&Goliath wanted to have a fun and engaging celebration of those clichés and create an approach as unique and vibrant as Vegas itself.

And thusly, we get headlines like "Magic tingles await your inside body".