Sun Noodle Rebrand

About The Entry

For 40 years, Sun Noodle has supplied top Ramen shops around the world with fresh noodles daily. The company’s reputation for the highest quality noodles has led to some media coverage in recent years, and eventually an invitation from Whole Foods to introduce retail kits in all stores worldwide.

To celebrate the occasion, Drawn was brought in to update the Sun Noodle brand and redesign an initial 4 SKU ramen kits, as well as a second line of ramen meal kits.

Central to these brand and package updates was a desire to better tell the Sun Noodle story. Having immigrated from Japan to Hawai’i at the age of 19 with nothing more than a noodle machine and a dream, Mr. Uki built the noodle business from the ground up, starting in Hawai’i and growing east to include facilities in Los Angeles, New York, and Rotterdam, Netherlands. That story is now briefly included on the top of each package.

As an agency, Drawn has been designing brand experiences since 2000, including work with CPG brands like Siete. With a goal to create brand experiences to which people are naturally Drawn, the agency’s process includes a lot of up-front listening and learning in order to find the personality threads that they can pull through their entire work.

For Sun Noodle, those threads included discerning what it meant to be a brand which made noodles in the Japanese tradition with a founder family who called Hawai’i home. It also meant understanding how to communicate the humble yet proud culture that Sun Noodle had built, and how to empower customers to make restaurant quality ramen at home.

With a goal to help Sun Noodle to become a more recognizable household name brand, the redesigned packages feature a tighter logo (dropping the second use of Sun in the name) that is prominently featured and central to each package, allowing the parent brand to lead and flavor to be secondary.