Focus on health, happiness and simplicity.
Focus on health, happiness and simplicity.
The rebranding project for Miracle Noodle under Jubilant Foods demonstrates the importance of reconnecting with a brand’s values and spirit to maintain market relevance.
By focusing on health, happiness, and simplicity, the proposed identity captured the essence of what the brand represents while addressing its challenges highlighting the potential of creating an engaging, joyful, and consumer-centric brand identity in a competitive landscape.
While the rebranding and packaging concepts were strongly aligned with the client's vision and values and approved, the client decided to go with another direction.
However, the project stood out as a top contender during the selection process, successfully translating the brand’s core identity and addressing its market visibility challenges.
The rebranding project for Miracle Noodle under Jubilant Foods demonstrates the importance of reconnecting with a brand’s values and spirit to maintain market relevance.
By focusing on health, happiness, and simplicity, the proposed identity captured the essence of what the brand represents while addressing its challenges highlighting the potential of creating an engaging, joyful, and consumer-centric brand identity in a competitive landscape.
While the rebranding and packaging concepts were strongly aligned with the client's vision and values and approved, they were ultimately not selected for further development.
However, the project stood out as a top contender during the selection process, successfully translating the brand’s core identity and addressing its market visibility challenges.
⮑ Outcome
The proposed identity for Jubilant Foods successfully captured the essence of Miracle Noodle’s values:
Brand Identity: A fresh, friendly and welcoming enthusiastic visual identity system to engage the health-conscious community.
Packaging Design: Clean, vibrant, and minimalist visuals aimed at increasing shelf visibility while resonating with the target audience.
Campaign Concepts: Two campaigns, one focusing on “smiles”, the other on the "joy of eating" to build an emotional connection with consumers.
The proposed identity for Jubilant Foods successfully captured the essence of Miracle Noodle’s values:
Brand Identity: A fresh, friendly and welcoming enthusiastic visual identity system to engage the health-conscious community.
Packaging Design: Clean, vibrant, and minimalist visuals aimed at increasing shelf visibility while resonating with the target audience.
Campaign Concepts: Two campaigns focusing on “smiles” and the joy of eating to build an emotional connection with consumers.
The proposed identity for Jubilant Foods successfully captured the essence of Miracle Noodle’s values:
Brand Identity: A fresh, friendly and welcoming enthusiastic visual identity system to engage the health-conscious community.
Packaging Design: Clean, vibrant, and minimalist visuals aimed at increasing shelf visibility while resonating with the target audience.
Campaign Concepts: Two campaigns focusing on “smiles” and the joy of eating to build an emotional connection with consumers.
Fresh, friendly, joyful brand.
⮑ Solution
Bringing a guilt-free smile to everyone.
Bringing a guilt-free smile to everyone.
The rebranding effort centred on aligning the brand's identity with its core values and enhancing its appeal to health-conscious consumers.
Key strategies included:
Developing a new umbrella brand, Jubilant Foods and the product-brand, Miracle Noodles to embody the spirit of health, happiness, and simplicity.
Designing a vibrant visual identity system with a cheerful colour palette, friendly typography, and clean aesthetics to evoke joy and reflect guilt-free eating.
Creating a cohesive campaign concept focused on “smiles” and the joy of eating, highlighting the emotional connection between the brand and its consumers.
Addressing product visibility challenges through a unified packaging approach that stood out on shelves and communicated the brand's health-focused ethos.
A creative strategy was developed, centering on the brand’s mission to become a leading voice for healthier nutrition in Portugal.
The rebrand aimed to create a holistic brand ecosystem, incorporating agricultural and environmental elements that embody the natural and sustainable ethos of PróVida.
Key steps included:
Establishing a brand mission and manifesto, building an authentic voice for the brand.
Defining a visual identity system aligned with the brand’s values, that builds on the existing assets.
Leveraging digital platforms like social media for enhanced engagement, specially with an younger audience.
Define a new packaging system for the brand based on sustainable materials such as glass and compostable packaging.
⮑ Approach
Miracle Noodle, recognised in the U.S. as a family-owned, health-focused, and plant-based (Konjac plant) food brand, faced challenges in maintaining product visibility due to an expanded product range. The brand's identity became diluted, and it struggled to effectively communicate its offering as a healthy, guilt-free alternative to global dishes.
There was a critical need to realign with its core values while improving shelf visibility and market relevance as well as brand recognition.
Despite its decades-long presence in the market, ProVida has never undergone a comprehensive rebrand.
Its existing design elements and branding no longer reflect its full potential or resonate strongly with evolving consumer expectations and definitely were not up to date in a digital world.
The challenge was to modernize the brand while staying true to its heritage and creating an identity and language that highlights its commitment to healthier food and sustainable practices while making the brand relevant in the market, industry and society as an active voice for healthier food.
Realigning the whole brand, from strategy, naming, visual identity system and packaging
Realigning the whole brand, from strategy, naming, visual identity system and packaging
⮑ Challenge
A new brand, a new voice, new healthy food.
A new brand, a new voice, new healthy food.
A new brand, a new voice, new healthy food.
Collaborating with Story Science, I contributed to 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.
To achieve this, a new umbrella brand, Jubilant Foods, was developed, bringing a fresh and vibrant visual identity to the health-conscious food market.
This rebrand started as a self-initiated endeavour as I recognised a great opportunity to bring a new life to PróVida.
As a family business established in 1984, it has long been a staple in Portuguese households for its health-focused and sustainable products.
Inspired by personal experience and a deep appreciation for the brand, this self-initiated rebranding project aims to celebrate PróVida’s 40th anniversary with a fresh identity, positioning it as a key player in the natural, vegetarian and vegan food industry.
The new branding emphasises ProVida’s core values: Family, Health, and Sustainability.
Collaborating with Story Science, I contributed to 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.
To achieve this, a new umbrella brand, Jubilant Foods, was developed, bringing a fresh and vibrant visual identity to the health-conscious food market.
⮑ Overview
⮑ Jubilant
Foods
CLIENT
⮑ Branding
PROJECT
⮑ Retail Health Food
SECTOR
⮑ Jubilant
Foods
CLIENT
⮑ Branding
PROJECT
⮑ Retail Health Food
SECTOR