Noodl Plus

A noodle-pot for the Instagram generation.

Westmill Foods asked us to help 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.

Our first challenge was to quickly 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 our 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

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 we 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, Creative 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.

Ready to take a different Path?