The idea of the brand I AM RICE/RICH is to create a brand new healthy rice noodle chain restaurant. The origin of rice noodles dates back to China during the Qin dynasty. With a long history, the food has been adapted with different flavor according to different regions. Since nowadays, people becoming to pay more attention to health related issues, this concept will be used to form the brand image.

Another feature of the brand is from the slang ‘good physical conditions can never be bought with money ‘. In this chain restaurant, this concept is turned into buying good physical conditions, making each payment more valuable. Since HEALTHY > MONEY, eating healthier means become healthier, becoming richer. So the brand full name is I AM RICE/RICH, representing rice noodles and health.