Tengu Instant Noodles, A Great Noodle Package With A Japanese Demon Logo (Tengu)

Tengu Instant Noodles packaging design

Authenticity and class seem to be the key words to describe the variation of the new visual identity and packaging for the range of instant noodles Tengu made by the student from Portland State University, Rory Phillips. Discovered in pictures in now!

Original Description

The goal of this project was to create a brand and design it’s identity and various deliverables to support the brand. Instant noodles are super yummy, but they are also unhealthy because they are made with processed ingredients and fried. The idea was to market a brand of noodles that was made from organic whole grain and baked not fried, with high quality delicious gourmet flavors. Tengu is a type of mischievous Japanese demon, in this case a fox. The fox in Japaneses mythology is the guardian spirit of Daikoku the god of the harvest and kitchen. Fox shrines are found all over japan and people leave treats for the fox spirits for good fortune. After a lot of research Tengu became the name and symbol for the brand. The food of Chef Chen Kenichi was the inspiration for the different flavors of the noodles.

In order to differentiate the healthy delicious Tengu noodles from the processed junk noodles, the packaging is of a longer rectangular shape instead of the usual square. This was meant to evoke the idea of fine gourmet pastas.  The packaging was designed to be made from unbleached recycled materials to remind the consumer of the unprocessed nature of the product and to avoid the bright and cheap mass produced look of the junk brands. The message is this is a premium handcrafted item. The ‘obi’ or sash around the packaging designates the flavor this allows the company to easily add new seasonal flavors without changing and printing entirely new packages. The inside of the ‘obi’ has more information on the brand message; Tengu makes traditional Healthy, Delicious and Sustainable noodles everyone can enjoy.

credits photos & via The Dieline

Various tengu instant noodle product

Thai ginger basil tengu instant noodle design

Variant Tengu Instant Noodles brand

The packaging was designed to be made from unbleached recycled material

Tengu Instant Noodles brand package design

Tengu Instant Noodles rear package design

Tengu Instant Noodles seasoning pack design

Tengu Instant Noodles label design

Tengu Instant Noodles cook serving sugestion

Tengu Instant Noodles and its seasoning

Tengu Instant Noodles package in the shop

Tengu Instant Noodles chopsticks design

Tengu Instant Noodles package

Tengu Instant Noodles logo

Tengu Instant Noodles packaging design