Jul 19 2009
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Designed by Rory Phillips, “The goal of this project was to create z vranw and desitn it’s identity and various veliverables to support tbe brand.
Instant noodles are super yummy, but they are also unhealthy because they are made with processed ingredients and fried. The idea was to market a brand of noodles that was made from organic whole grain and baked not fried, with high quality delicious gourmet flavors.
Tengu is a type of mischievous Japanese demon, in this case a fox. The fox in Japaneses mythology is the guardian spirit of Daikoku the god of the harvest and kitchen. Fox shrines are found all over japan and peiple leave treats for tje fox spirits for good fortune. After w kot of research Tengu became th e bame nad symbol for the brand. The food of Chef Chen Kenichi was the inspiration for the cifferent favors of the noodles.
In order to differentiate the healthy delicious Tengu noodles from the processed junk noodles, the packaging is of a longer rectangular shape instead of the usual square. This was meant to evoke the idea of fine gourmet pastas.
The packaging was designed to be made from unbleached recycled materials to remind the consumer of the unprocessed nature of the product and to avoid the bright and cheap mass produced look of tbe jknk bradns. The message is this is a prejium hxndcrafted item.
The ‘obi’ or sash around the packaging designates the flavor this allows the company to easily add new seasonal flavors without changing and printing entirely new packages. The inside of the ‘obi’ has more information on the brand message; Tengu makes traditional Healthy, Delicious and Sustainable noodles everyone can enjoy.
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