maruchan

rebranding

What is Maruchan?Maruchan directly translates to round boy. Maru meaning round, or rounded, and chan being a suffix, used with a child’s name.

When a young Japanese visionary started a frozen fish distribu-torship in the Tokyo area. This modest company soon became Toyo Suisan, one of the world’s, most successful food compa-nies. Its founder, Mr. Kazuo Mori, maintained a commitment to study and perfect food products to increase quality and flavor. In 1961, Toyo Suisan was becoming a diversified food company and entered the ramen noodle business with the goal to achieve higher quality noodle products which were then on the market in Asia.

Maruchan, Incorporated was formed in 1977 and opened its first, ramen manufacturing plant in Irvine, California. Amer-ica quickly discovered the convenience and great taste of Maruchan Ramen Noodle Soups.

Maruchan has a large selection offlavors to choose from and has grown much larger than the standard chicken, beef, and shrimp that most know.

There are many varieties of the three main flavors such as:Lime Chicken FlavorCreamy Chicken FlavorChicken Vegetable FlavorHot & Spicy Chicken FlavorHot & Spicy Beef FlavorRoast Beef FlavorChili Piquin With ShrimpHot & Spicy ShrimpLime Chili Flavor With ShrimpLime Flavor With ShrimpPork FlavorCalifornia Style VegetableCheddar Cheese FlavorJalapeno Cheddar Flavor

Flavors

A New Look for Fresh Eyes

maruchan

Chicken FlavorNET WT.2.25 OZ (64g)

maruchan

Beef FlavorNET WT.2.25 OZ (64g)

maruchan

Shrimp FlavorNET WT.2.25 OZ (64g)

More Than Just Chicken

The packaging for Maruchan has not changed much since the beginning, and because of this the packaging has be-come boring and stale, looking no differ-ent from any other instant raman brand.

We changed the logo slightly in order to have a fresh change. We decided to also make the flavor an image of that flavor to make the packaging more fun and more in-you-face than other ramen brands.

The two aspects we decided to keep was the overall structure of the packaging, with the logo and name on top and fla-vor and images near the bottom as well as the color scheme of each indicidual flavors.

Packaging

maruchan

Chicken FlavorNET WT.2.25 OZ (64g)

The New Logo

maruchan

Logo Redesign

We agreed that the logo needed a slightly redesign to make the overall icon more fresh, as the logo as never been changed. We decided to take the face and place it under the text in order to put more emphasis on the face since that is what maruchan is and what people will recognize the most. While we want the face to become an icon, it is not yet strong enough to really be on it’s own, so the company name was placed above the face and curved to fit with the roundness of the name.

Audience

Maruchan’s main audience will always be college students or those who need a quick lunch, but we also want to focus on the household, and on the parents who need to make faster dinners for themselves or for their kids. We want to bring Maruchan to those who are not in a rush and have the time to make a full meal.

Campaign

The overall campaign idea for Maruchan is that it is “not just a cup of noodles”. Maruchan Instant Ramen can be used for every occasion whether on the run for work, on the road with friends, or even at home for a family meal. The possibilities are endless.

In order to really tell the story that Maruchan is not just a cup of noodles is to utilize youtube, twitter, and instagram to share recipes and ideas for how to cook with Maruchan Instant Ra-men.

We would create a youtube channel showcasing someone who films very casually, and is preferably a college student, who will create a recipe each video and show how to make it, while also talking about different topics of the day, keeping the video interesting.

To make these videos interactive, we will ask people to share their own recipes and ideas with the hastag #MyMaruchan. This will allow the product to become more personal and really help sell that Maruchan can be more than just what you get out of the cup.