We helped this Irish favourite clarify its position as a ‘flavour champion’ in the hot savoury snacking category.

To introduce the ‘best-ever flavour’ line up, with a reminder that the products contain no artificial preservatives or colours, we refreshed the brand with populist, unpretentious and non-ethnic noodle cues, while avoiding the laddish and crass overtones often seen in the instant noodle market.

Our aim was to improve shelf standout and increase personality, which we defined as ‘popular, playful, energetic and larger than life’.

The logo has been given an impactful ‘broad chest’ and for fun, the fork icon became a dynamic superhero, caped in noodles, dashing across the pack carrying flavour!