“+ramen” Brand Ecosystem

Concept:

The task was to identify a needed product/service, and create an entire brand ecosystem around it. This would include a lockup logo, icon, typography, packaging complete with nutritional and all other necessary consumer information, a full system of stationery with a letterhead, business card, thank-you card, and an envelope, a full-page magazine ad, promotional items, and a full brand style guide (print). The product I created was an instant ramen that has pea protein and other vitamins in the noodles. This would be a more substantial, nutritional, and affordable alternative to many of the instant ramens on the market.

Jobs:

Customer need research

Brand ideation

Brand personality, style development

Brand style guide design

Product narrative development

Copywriting

Editing

Image curation

Mock-up design

Process:

After settling on the brand concept, I moved to the ideal perception of the brand. The goal was for customers to see the logo and packaging, and immediately know that it is instant ramen with some kind of clean, modern twist. To do this, I began with the logo, which features simple vector illustrations in a structured shape to evoke modernity. One of the abstracted noodles on the logo is highlighted to represent that the brand stands out from competitors. The brand name, +ramen, is clean and simple, but has just enough information to tell consumers what it is, and that there is something more to the product. The colors black and white were chosen for high contrast and maximized legibility, and the mid tone orange was chosen due to its positive associations with food and health. Once these basic elements were finalized, I moved on to making the brand guidelines. The completed brand guidelines gave a detailed framework for all the other elements of the brand ecosystem, so the rest of the design process was largely applying those ideas to the stationery, promotional items, and the magazine ad.

Made in Adobe Illustrator, Adobe Photoshop, and Adobe InDesign. Imagery sourced from Unsplash.