Kabuto Noodles: The Way of the Noodle

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Kabuto Noodles: The Way of the Noodle

Agency: B&B studio

Executive summary

Q. Why is design effectiveness like a noodle?

A. Because it should be both instant and lengthy

The success of independent start-up Kabuto demonstrates both. In its first year of launch, sales targets were smashed and distribution objectives exceeded, despite the most minimal marketing support. And today, five years later, brand growth shows no signs of stopping with total retail sales to date of more than £11m.

And this is surely the true test of design success: to gain long-term loyalty and ongoing effectiveness, not a simple...

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