Otherway creates innovative-looking identity for instant noodle brand

Chef Car Clarke, founder of Chick’n and Chick N’Sours, launched a new brand of healthy instant noodles, Future Noodles, which aim to find the right balance between the enjoyment and taste of noodles with the science of a nutritionally complete meal. Future Noodles worked with London-based design studio Otherway to create an innovative and entertaining brand positioning and identity.

The infinity logo mark found in the letters ‘oo’ of the word ‘noodles’ is a nod towards the purpose of the brand, to make people and the planet healthier.  It was also necessary to find a new way to package  up instant noodles in fully recyclable and sustainable formats. The design of the three flavours is functional first, with clarity of messaging to help people understand what makes the brand different and  better, in order to protect a higher price point.

Otherway worked with photographer Rob Billington to set the visual tone for the entire brand across all channels, working on developing a photography that would elevate the product to show instant noodles like never before and set the product apart from competitors.

 The website is focused on purchase but also includes a recipes section to encourage the noodle community to ‘pimp their noodles,’ an important part of the strategy that aims to elevate the instant noodles to be understood as a proper meal rather than a snack.