Kintaro
Instant Ramen + Branding & Packaging
Art Director:
Bradford Prairie & Sean Bacon
Year:
2020
Deliverables
- Interactive POP
- Outersleeve Packaging
- Cup Design
Scope
- Custom Illustrations
- Packaging Design
- Brand Development
- Photography
- Set Design
Kintaro is a conceptual brand that hopes to disrupt the instant ramen space with a bold approach. Targeted towards a young audience, ages 16-28, that pulls all nighters studying and partying, the packaging needed to break away from the cheap and predictable look of established ramen products to create excitement and radical differentiation. The brand also needed to solidify itself as health-conscious, while also activating the confidence and drive of its audience. The brand focuses on health, easy, and fast fuel for your body; feed your inner warrior and keep the battle going.
Logo & Naming
In packaging lockup
The name Kintaro comes from an ancient Japanese warrior clan. The messaging is confident and encouraging to remind us all we can nourish ourselves even if pulling all nighters or going too hard. Kintaro’s design is heavily inspired by Japanese folklore but reimagined in the context of modern pop culture and nightlife. Looking closely at Pachinko Parlours and the bright colors and lights associated with the experience is shown as a huge inspiration through the entire process. The Fenwick and Liquido typefaces were chosen because of their unusual proportions and wonderfully weird personalities that perfectly tie in with the feel of this high spirited brand.
Differentiation
In order to differentiate Kintaro packaging from competitors, and hit its target audience of busy students aged 15 - 35 the brand highlights a bright color palette to set it apart visually. It captivates by having fun character design for each flavor. The packaging easily stands out among the many varieties of ramen available in the supermarket with an engaging and interactive POP.
Maruchan/Top Ramen
The most go to ramen cups are Maruchan and Top Ramen. Both have iconic easily recognizable packaging but remain nutritionally void with basic flavor combinations and unhealthy ingredients.
Mike's Mighty Good
A new player in the ramen market Mike’s brands themselves as “Craft Ramen”. The colors used for each flavor break slightly from the traditional go to color flavor combinations and highlight nutritious ramen.
Lotus Ramen
Lotus has established themselves as a healthier alternative ramen brand with alternative options of noodles. The packaging itself has a subdued tone that appeals less to a younger demographic.
Process Sketches
Illustration Style
Dynamic and eccentric characters were created to give the brand a playful and youthful feel while still being true to its inspiration. Each character concepted and hand drawn from the wild-eyed animals that frequent Ukiyo-e paintings.
Heather Yancey ©2024