During stakeholder meetings, it became clear that the brand’s emphasis on color was paramount. Our challenge was to design a website that maintained a cohesive master brand identity while also distinguishing each product line as its own integrated sub-brand. Our mission was to “find unity amidst diversity.”

We approached this task by embracing the unique characteristics of each product line, from packaging to product features. By identifying common themes and patterns, we established the groundwork for a flexible design system that could adapt to each product while maintaining structural integrity.

Focusing on bringing the products to life, we conducted an extensive photoshoot, capturing new lifestyle and product imagery to present the final products in their most authentic form.

We aimed to organize the vibrant packaging designs while preserving their boldness. By categorizing the seven core product types, we devised a tailored color scheme that corresponded with each product type, creating a versatile system capable of accommodating future products.

Maruchan’s logo has a smile for a reason; our goal was to utilize this playful nature to bring joyful moments to unexpected places. By injecting elements of fun into micro-interactions, users are encouraged to play more and explore the site deeper. Puns, pop-culture, retro references and vibrant imagery all help serve healthy doses of playfulness.

We simplified the navigation to better categorize products, ensuring users are fully immersed in each product’s unique personality. As part of this, we ensured users can easily search for their favorite products without interrupting their browsing experience. 

On individual product pages, we showcase the product in its packaging, allowing users to easily identify it. Through scrolling, users can transition to seeing the prepared product, providing a comprehensive view from shelf to plate. Additionally, once users find their desired product online, we made it equally easy to locate in-store, offering various pack sizes from units to full cases at both retailers and e-tailers to cater to their needs.

We revamped and simplified the navigation, enabling better organization of product categories. However, it was the design system that truly unified the visual language of each category, lending cohesion to packaging that stood out even within its own sub-brand. From the packaging to the patterns and backgrounds, users encounter consistency within each category, facilitating comprehension of products with shared attributes in design and organization.

We embraced the bold, vibrant colors of the packaging while also establishing some structure for the overall lineup. A custom color system was implemented to align with each flavor, ensuring a flexible approach that can accommodate future product additions seamlessly.

The recipe section was given a total overhaul. Uniform layouts were simplified to bring the product imagery to the forefront, courtesy of a swoon-worthy photoshoot featuring bold, vibrant colors and mouth-watering dishes.

The updated recipe layout and a simpler mobile experience with step-by-step photos for users to follow along caters to a more practical experience, and one strategically optimized for mobile, the go-to screen in your kitchen.

It takes a clear vision to create a cohesive brand style, and all the unique elements serve as a critical sum of its parts. From photoshoots to micro-interactions, ramen culture, mouthwatering plates, and bold patterns, each piece serves to bring the Maruchan brand to life anywhere in its digital ecosystem.

Turns out, the average shopper doesn’t know the difference between instant ramen brands. Lucky for us, Maruchan fans do.

We used this insight as inspiration to help Maruchan reach diverse audiences and show off its distinct flavors. Our strategy, “There’s only one Maruchan,” turned brand affinity into a feel-good campaign for ramen lovers around the nation.

As a standout in the instant ramen scene, we set out to remind everyone that in a world of imitators, there’s only one true Maruchan. 

We crowdsourced a chorus of fan voices declaring Maruchan’s superiority. Then set them to music in a creative campaign that spoke volumes.

Our brand anthem was inspired by—and created with—our biggest fans. We pulled the lyrics directly from their tweets, comments and posts. And made their passion points (e.g. gaming, anime, hip hop) larger-than-life in our broadcast spot. Together, we served up an anthem that captures the energy and diversity of Maruchan’s community.

Maruchan knew they had already won the hearts – and appetites – of ramen lovers. They now sought to grow the category beyond college students and reach new consumers while maintaining their heritage and kawaii traits.

To grow market share for the food brand, we had to find consumers with a similar profile to our core audience. Cue the working mom. While she enjoys cooking at home and would prefer healthy meals to convenient ones, her busy lifestyle and commitment to family time often forces her to cut down on the time she spends preparing meals.

To appeal to our new target audience, we wanted messaging that would frame Maruchan’s easy-to-prepare products as the key to spending less time in the kitchen and more time with family. From this, Maruchan “Brings Smiles to the Table” was born and then deployed across broadcast, social and web in places working moms would see it.

We created a more playful, modern experience highlighting family time. While always staying true to kawaii, the site features a range of products from traditional favorites to new innovations. Leveraging the Maruchan story reinforced the brand’s focus on consistency and quality, while its new look and feel made introducing new flavors and innovations feel organic.

We crafted a social tone and voice that spoke to working moms in a way that felt not only authentic and natural, but fun and engaging. To accomplish the overarching goal of bringing family together, we talked up how our easy-to-make products allowed her to spend less time cooking and more time with loved ones.

Our creative platform of “Bringing Smiles to the Table” coupled emotional elements like family time with passion points like great taste and convenience.

“Dinner Conversations” (seen below) showcased both the appetizing nature of the product and its ability to bring you and your family closer. In Japan, slurping is a compliment — an indicator that the meal is delicious. A second spot, “So Quick,” demonstrated that not only is Maruchan easy to make, but the addition of just a few simple ingredients allow Mom to show off her culinary skills while providing a complete, healthy meal.