Making the planet healthier one noodle at a time
“Otherway made a dream into a reality, they go way beyond your expectations.”
In 2019 maverick chef Carl Clarke, founder of Chik’n and Chick N’Sours came up with the idea of making one of the world’s naughtiest meals into something genuinely healthy. From that day Otherway became partners and turned a bold idea into a bold new brand.
The key to Future Noodles is finding the right balance between the enjoyment and taste of noodles with the science of a nutritionally complete meal. The product itself has been created by a team of scientists in Cambridge and is pioneering the market. As a result the brand positioning needed to be entertaining, but also not down play the innovation that sits at the heart of the company.
We knew that there is now a new generation of consumers who buy into food innovation now more than ever. The infinite logo mark of seen in the word Noodles is a nod towards the purpose of the brand. To make people and our planet healthier.
There’s no point designing a pioneering new product to make the planet a healthier place, then wrap it all in plastic. The noodle category is awash with plastic so we believed it essential to find a new way to package up instant noodles in fully recyclable and sustainable formats. The design of the three flavours is functional first. Clarity of messaging was paramount to help people understand what makes Future Noodles different and better, in order to protect a higher price point.
The photography across the site is also elevating the product to show instant noodles like never before. Full of colour and character we worked with the talented Rob Billington to set the visual tone for the entire brand across all channels.
The website is service led, to assist super fast purchase. It’s been developed on Shopify with a built in subscription function. The main focus of the site is purchase, backed up by recipes section to encourage the noodle community to ‘pimp their noodles'. This was an important part of the strategy, to elevate the instant noodles to be understood as a proper meal rather than a snack.