Applying our ShelfHappy® design principles, we have helped Irish brand McDonnell’s Supernoodles clarify their market position as a ‘flavour champion’ in the hot savoury snacking sector.
To introduce the best-ever flavour line up, with a reminder that the products contain no artificial preservatives or colours, F&f were asked to refresh the brand with populist, unpretentious and non-ethnic cues – but to also avoid those laddish and crass overtones, often seen in the instant noodle market.
Historically, McDonnells makes Ireland’s favourite curry sauce. The secret recipe for McDonnells Original Curry was developed especially for the Irish palate, using an eclectic range of spices sourced from around the world. The McDonnells range more recently includes Supernoodles, available in Chicken, Curry and BBQ Beef flavours in single packs, multipacks and pots.
We helped the brand clarify their market position as a ‘flavour champion’ in the hot savoury snacking sector. The aim was to forge the brand’s big idea into the packaging, improve shelf standout and increase personality, which is described 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.
The brand sells across major multiples and local stores across Ireland and has already experienced positive sales.