A popular New Year's Eve tradition in Japan is to eat soba because long noodles symbolizes long life and it's a good way to bring in the New Year. Sen•Nen Noodle House is a restaurant that sells traditional Japanese dishes and sells packaged noodles with icons that symbolize long life and good luck.

"Sen nen" means 1,000 years in Japanese, relating to the theme of long noodles symbolizes long life. Logo options explored curves and continuous lines based on the imagery of noodles and long life, and the final option was inspired by the Buddhist eternal knot. 

The Japanese pine tree symbolizes resilience and longevity. The origami crane is used in a tradition called senbazuru, in which a person folds 1,000 paper cranes and strings them together to give good luck or wishes for long life. The tortoise is said to live up to 1,000 years, continuing the use of 1,000 throughout the brand.