Suimin
Light your tastebuds on fire.
Service
ReputationOur Expertise
Brand development, launch-campaign development, design, animation
Introduction
We worked on a deliciously fun project with Suimin, branding and devising the campaign launch of its new range of affordable, yet generously sized, Korean-style spicy noodle bowls. Suimin developed these products in response to growing cross-category market shifts towards spicier flavours as well as the rapid growth in popularity across new, super-spicy noodles. These noodles needed branding with an engaging name plus a look and feel that would translate particularly well across socials.
Flavour + heat = what I want to eat.
There’s no doubt these noodles are spicy, but we didn’t want to follow the typical approach of leaning only into the heat element. We wanted to show that this is a snack or meal option for the flavour adventurous. After all, these noodles come in a range of deeply delicious flavours and heat is only part of the equation. How could we show this is the meal for noodle-lovers wanting to shake things up?
Flavour that you feel.
How many flavours exist? Sweet. Salty. Bitter. Sour. Umami… But what about spicy? In fact, spicy isn’t a flavour. It’s a sensation that’s experienced. And these noodles are an experience. You don’t just taste them. You feel them.
That insight informed the name, K-POW! to speak both to the Korean-style of the noodles (referencing K-culture — e.g. K-pop / K-fashion / K-beauty / K-food / K-drama etc) and the powerful physical sensation they create that hits you right in the tastebuds.
It also led to the campaign launch concept: ‘Flavour that you feel.’ We created the adorable chicken and cow mascots seen sweltering on each pack. We then brought these mascots and the campaign messaging to life with a series of delightfully whacky animations, which showed a range of people reacting to their K-POW! Korean-Style Spicy Noodle Bowls.
Up for the challenge?
K-POW! Korean-Style Spicy Noodle Bowls are hitting Australian supermarket shelves as we speak with three notably noshable flavours: Flaming Chicken, Flaming Cheesy Chicken and Flaming Beef. Ready to explore flavour that you feel?
