The consultancy was appointed to the project without a pitch in June 2010, having worked with parent company Symington’s on a number of other projects, including Campbell’s products and Mug Shots snacks.
Thomas Herman, partner at Path Design, says, ‘The brief was quite simple. The aim was to create a premium Oriental restaurant food experience but on an instant food pack, so using a premium look and feel.’
Path created the brand marque and brand guidelines to allow the visual identity to be used across other touchpoints in future.
The predominantly black packaging and photography aims to represent quality, while the chopstick graphic and on-pack copy aim to create a ‘contemporary twist’, says Path. The carton pack structure references Chinese take-way cartons.
Herman says, ‘We looked at the noodle market and a lot of the packaging is very high-impact and intense. We wanted to strip is back and simplify it – the competitors are all foreign language brands or big, shiny brands so we wanted to restrain it a little bit.’
The packaging will begin to roll out in Asda from next week.