Path helps reinvent noodle-pots for the Instagram generation!

Path, have partnered with Westmill Foods to transform the noodle-pot shelf with a vibrant and healthy new brand. The coloured noodles of Noodl Plus are infused with charcoal, turmeric and other super nutrients to bring visual excitement, taste and health to an otherwise stale category. Westmill, known for their range of authentic market leading ethnic brands and exceptional quality noodles for both consumer and food service, asked us to help expand their consumer brands portfolio. We are a cross-over agency built to develop, design and launch new products and brands faster and better in every dimension. We have won awards for convenience food brand creation and have an expert team forecasting the future of foods in our journal, Map. An agile approach, from concept creation, screening and crafting to design, through implementation and activation, enabled Westmill to work with us all the way from insight to the products on shelf.
Our first challenge was to rapidly validate Westmill’s hunch that a totally new, striking and healthy noodle brand would resonate with the Instagram generation. In collaboration we designed and crafted concepts guided by client research and informed by Path’s own design insight series, Map.
“As we wrote in “Visual Delicacies’, The Taste Revolution (Map 2018), Instagram is the perfect platform to support the launch of a food brand which is as good for your eyes as it is for your body and soul.” – Ollie Moore, Strategy Director, Path
To follow a social media led strategy meant, more than ever, the brand and design needed to be visually direct and coded to create distinctive assets for communications. ‘Noodl Plus’ was conceived to ‘feed the soul and live life with colour’. The wonderfully coloured noodles needed to be a key differentiator of the product, so our creatives found a way to hero the nests whilst also communicating details of flavour and benefits in a unique and campaign-able way. This was all distilled into a single, central brand icon that can work on and off-pack on social and in activations. “The brand’s split highlights the exciting tension between the super colourful noodle, using only natural ingredients, and it’s strong health benefits and story. At the centre of the split is a crafted, bold logotype with a recognisable shorthand ‘O’” Rohon Bhuyan, Design Director, Path
The mouth-watering photography brings the flavour story to life and heroes the boldly unique noodles to deliver real taste appeal. The full identity was designed in house, along with a complete world of brand assets ready for online and on-shelf! Our in-house production and print teams built and proofed print ready artwork and pre-production sales samples. Eight amazing noodle colours in eight delicious pot recipes launch in Summer 2020. They are also supported by packs of the coloured noodles alone for the scratch cook looking to add a plus to their plate.  
“At Westmill we are experts at making top quality noodles and as such we were in a unique position to bring new life to this category. We believe that the pot noodle market is in need of a makeover that injects some positive nutritional values to a traditionally not-so-healthy category. To that end, we have made several decisions that set us apart from everything else you can find on the shelves! Our noodles are high in protein, source of fibre and of course beautifully coloured. All our innovative recipes are plant based, delicious and different to anything else in the market, a truly non-compromise product. Path were the perfect partners, start to finish, for this kind of innovative project” – Our happy client.
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