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Maruchan Rebrand: Pro Gallery

MARUCHAN REBRAND

Rebrand, Logo, Packaging

2020

Increasing customers' trust in Maruchan's quality.

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Maruchan is an instant noodle brand well-known for its tasty and inexpensive price. It has been a common staple brand that attracted many generations but not for the health-conscious market. I noticed that the original packaging pays little attention to visual aesthetics and strong branding guideline, and this I believe directly impacts the customer's belief of the quality.

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Just like generic supermarket brands, low price usually reflects the low-effort design. I am challenging the idea that inexpensive price doesn't have to be equal to poor quality or tacky design.

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I designed the packaging to be simpler with only the necessary information. The matte material combined with crisp line illustrations of the flavor produces a more elegant feeling. The transparent window replaces the typical product photo and instead lets the customer focuses on the quality of the food they're getting. 

Maruchan Rebrand: Text
Maruchan Rebrand: Pro Gallery

Maruchan wanted to shift its target market from college students to young adults and working families. I tried to keep the key points in their brand identity such as tasty, quick & easy, and fun.


Logo

I loved the smiling icon from the original logo because it feels fun and personal, but I felt it doesn't align with the more elegant and mature theme. I chose a thick typeface with rounded corners to still give the playful feeling. The new refined logo has wavy lines like the noodle. I can see the versatility of the lines being used as graphic elements and explored furthermore for different mediums.

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Packaging

I shifted the focus from students' priority which is taste and price to a more family perspective that prioritizes healthy, quick, and easy products. I chose matte material and combined it with a muted vibrant color to feel more elegant and high-end. I used monochrome color palette for the flavor variance to tie the whole identity better.

Maruchan Rebrand: Text
Maruchan Rebrand: Work
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