Website Copy

BLUE DRAGON NOODLE TOWN

Blue Dragon's existing design was too foody, too elegant, and too authentic looking for the three minute noodle fixture, and lost within a highly competitive category.

The challenge was to deliver a design solution that would effectively take on 'Supernoodles', appealing to students and busy mums, either as a quick fix from the store cupboard, or as a side dish for a fast main meal.

With a proposition of 'the instant Oriental takeaway', the design needed to be approachable, upbeat, and fun, as well as convey excellent taste cues, giving Noodle Town the edge over its older, less tasty competitors.

NEW COVENT GARDEN SOUPS

When New Covent Garden launched their first chilled soup in 1989, they effectively created an entirely new category. Fifteen years on, with competition particularly from own brand, it was time for NCG to re-establish themselves as category leader, and focus on building brand loyalty.

The initial redesign immediately gave the brand more confidence, whilst at the same time retaining its homemade, small company feel. The distinctive label device helped to communicate the brand values and variety differentiation, whilsts the carefully handcrafted illustrations further emphasised the naturalness, expertise, and depth of flavour that goes into each 'homemade' soup.