The rebranding project for Miracle Noodle under Jubilant Foods exemplifies the significance of reconnecting with a brand’s core values and essence to ensure its continued market relevance.
The work was approved and signed off. The brand had been built, tested, and validated. The client then chose to pivot toward a more medically-positioned direction - a different brief. What the project demonstrates is the rigour behind the system: a complete, scalable brand identity that solved the original problem with precision and personality.
This system boasts commercial scalability, enabling its expansion to encompass new cuisines and formats without incurring design debt. It represents a brand that is not merely designed for a launch but is built with the intention of growth.
The rebranding project for Miracle Noodle under Jubilant Foods exemplifies the significance of reconnecting with a brand’s core values and essence to ensure its continued market relevance.
The work was approved and signed off. The brand had been built, tested, and validated. The client then chose to pivot toward a more medically-positioned direction - a different brief. What the project demonstrates is the rigour behind the system: a complete, scalable brand identity that solved the original problem with precision and personality.
This system boasts commercial scalability, enabling its expansion to encompass new cuisines and formats without incurring design debt. It represents a brand that is not merely designed for a launch but is built with the intention of growth.
Bringing a guilt-free smile to everyone.
Bringing a guilt-free smile to everyone.
⮑ Outcome
A smile and packaging as an invitation.
A smile and packaging as an invitation.
Designing a vibrant visual identity system with a cheerful colour palette, friendly typography, and clean aesthetics to evoke joy and reflect guilt-free eating.
The design system uses bold-coded colour layered with bold typographic full of energy and clean information architecture. Every pack communicates provenance, nutrition, and appetite appeal simultaneously. The brand mark holds the family together while the packaging allows each recipe to have a genuine personality. The system was designed to work at the shelf, in transit, and on social - without losing coherence.
Creating two cohesive campaign concepts focused on “smiles” and the joy of eating, highlighting the emotional connection between the brand and its consumers.
Designing a vibrant visual identity system with a cheerful colour palette, friendly typography, and clean aesthetics to evoke joy and reflect guilt-free eating.
The design system uses bold-coded colour layered with bold typographic full of energy and clean information architecture. Every pack communicates provenance, nutrition, and appetite appeal simultaneously. The brand mark holds the family together while the packaging allows each recipe to have a genuine personality. The system was designed to work at the shelf, in transit, and on social - without losing coherence.
Creating two cohesive campaign concepts focused on “smiles” and the joy of eating, highlighting the emotional connection between the brand and its consumers.
⮑ Design
The strategic insight was that consumers in this category are tired of choosing between food that is good for them and food that excites them. To achieve this, a new umbrella brand, Jubilant Foods, was developed, bringing a fresh and vibrant visual identity to the health-conscious food market.
Jubilant positions itself as the brand that refuses to compromise. The concept - 'New brand, new voice, new healthy’ - frames the launch as a cultural statement, not just a product introduction. Vibrant, unapologetic, celebratory.
The strategic insight was that consumers in this category are tired of choosing between food that is good for them and food that excites them. To achieve this, a new umbrella brand, Jubilant Foods, was developed, bringing a fresh and vibrant visual identity to the health-conscious food market.
Jubilant positions itself as the brand that refuses to compromise. The concept - 'New brand, new voice, new healthy’ - frames the launch as a cultural statement, not just a product introduction. Vibrant, unapologetic, celebratory.
The strategic insight was that consumers in this category are tired of choosing between food that is good for them and food that excites them. To achieve this, a new umbrella brand, Jubilant Foods, was developed, bringing a fresh and vibrant visual identity to the health-conscious food market.
Jubilant positions itself as the brand that refuses to compromise. The concept - 'New brand, new voice, new healthy’ - frames the launch as a cultural statement, not just a product introduction. Vibrant, unapologetic, celebratory.
Joy and health, in the same bite.
Joy and health, in the same bite.
⮑ Concept & Strategy
Healthy food. No apology, no compromise.
Healthy food. No apology, no compromise.
Collaborating with Story Science, I led a comprehensive rebrand and packaging project for Miracle Noodle. The goal was to reconnect the brand with its core values and create a new identity that reflected health, simplicity, honesty, fun, and happiness. The brand needed to re-enter the ready-to-eat market with a clear ambition: to make genuinely nutritious, globally inspired food exciting rather than virtuous.
The brand needed an identity and packaging system that could carry world cuisines - pad thai, pho, bolognese, green curry - while maintaining a coherent, health brand voice.
Collaborating with Story Science, I led a comprehensive rebrand and packaging project for Miracle Noodle. The goal was to reconnect the brand with its core values and create a new identity that reflected health, simplicity, honesty, fun, and happiness. The brand needed to re-enter the ready-to-eat market with a clear ambition: to make genuinely nutritious, globally inspired food exciting rather than virtuous.
The brand needed an identity and packaging system that could carry world cuisines - pad thai, pho, bolognese, green curry - while maintaining a coherent, health brand voice.
⮑ Overview
⮑ Jubilant F.
CLIENT
⮑ Rebrand/OOH
PROJECT
⮑ Retail Health Food
SECTOR