Naked Noodle

A macho, cheap, crowded market
With the creation of a brand new instant noodle recipe, Symingtons needed innovative packaging to match. The convenience food market is centred around no-frills masculine design styles. In response to this, we decided to use a design concept that communicated a unisex, authentic and premium impression on the consumer.

Sophisticated unisex snacking
Building out from the Chinese take-away carton shape, we focused on Asian food cues by paring down the colour palette. The use of contemporary graphics and unusual copy orientation gives the product strong stand-out appeal.

Instant growth
Naked Noodle returned its design investment in under 3 months and exceeded sales expectations by 300% within week two of its release, as well as winning a Gold DBA award for Design Effectiveness.

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