Kabuto
Eastern eats.
Western wit.
Brand Strategy. Name Creation. Visual Identity. Copywriting. Packaging Design. Illustration. Brand Extension. Artwork. Print Management.
A brilliant balance of Eastern wisdom and Western convenience, Kabuto’s noodle pots are a healthier alternative to other ambient snacks. We created the name, identity and packaging, bringing a witty twist to the world of the samurai for a brand that’s authentic as well as accessible. In just five years, the brand’s retail sales grew from zero to more than £11m.
Kabuto’s iconic logo – a combined samurai helmet and noodle bowl – was included in ‘A Smile In The Mind’, the pre-eminent guide to wit in design.
THE WAY OF THE NOODLE
Created to challenge perceptions of the noodle pot category, Kabuto was committed to bringing authentic Asian-inspired flavours to British audiences. Launched with no additional marketing support, its brand identity and packaging design were critical in catching consumers’ eyes and convincing them of the high quality of the product.
In its first year of launch, Kabuto’s sales targets of £100k were smashed by 86% and distribution increased from 35 stores in 2011 to 3205 in 2015. Today, Kabuto is the UK’s fifth biggest instant noodle brand.
KABUTO KIDS
Following feedback from parents that they were giving the noodle pots to their children as an after-school snack, Kabuto asked us to craft a new kid-friendly range extension that celebrated the brand’s authentic Asian-inspired flavours and retained the impact of the original identity.
The result is a witty and colourful ‘Kabuto Kids’ range that draws on the strength of the core brand equities – such as the logo and typography – but with an added playfulness, seen in characterful Samurai faces within the logo on centre-pack and interactive games on the back
