Design > Brand Building
MUTABOR, Hamburg / RAMENFAKTUR / 2024
Overview
Credits
Why is this work relevant for Design?
The products of Ramenfaktur offer both a culinary experience and a sensory delight. Their eye-catching design sparks curiosity and desire to try them. With esteemed delicatessens like Dallmayr expressing interest in showcasing the products on their shelves, we’ve reached a relevant and fulfilling goal. Collaborating with renowned restaurants like Alexander Herrmann’s Imperial is a dream come true. For an emerging company that only recently introduced its brand and design to the market, this success is a triumph of passion and dedication. It is proof that Ramenfaktur products not only tantalize the palate, but also capture the hearts of people.
Is this product available for purchase?
The products of Ramenfaktur are available for purchase online and in-store through delicatessens such as Dallmayr or Mikado. Additionally, Ramenfaktur supplies the hospitality industry, including collaborations with a growing number of renowned restaurants.
Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.
Not only Ramenfaktur is brand-new, but also its product approach. Fresh ramen noodles for homemade meals are not (yet) a big deal in Germany. Therefore, our most important goal was to enter the market loudly and to communicate the brand values of the noodle manufacture – craftsmanship, joy and quality – in a powerful and on-point way. To achieve this, we developed a design that attracts attention on the shelf, entices people to eat ramen, and explains the product simply and quickly.
Background
Germany's first manufactory for handmade, fresh ramen noodles unites opposites: Japan and Bavaria. Craftsmanship and joie de vivre. Organic, regional Bavarian ingredients – and an original Japanese noodle machine. With their own small factory in Nuremberg, the company brings a high-quality ramen experience to German kitchens - and to ramen fans at home. The task was to develop a brand and packaging design that works across all touchpoints and finds the right balance of opposites. With the result, we’ve reinterpreted contrasts, orchestrated them loudly, and brought them to life with joy and “yum!”.
Describe the creative idea
Not only Ramenfaktur is brand-new, but also its product approach. Fresh ramen noodles for homemade meals are not (yet) a big deal in Germany. Therefore, our most important goal was to enter the market loudly and to communicate the brand values of the noodle manufacture – craftsmanship, joy and quality – in a powerful and on-point way. To achieve this, we developed a design that attracts attention on the shelf, entices people to eat ramen, and explains the product simply and quickly.
Describe the execution
The new brand and packaging design was developed to attract attention on the shelf, entice people to eat ramen, and explain the product simply and quickly. Just like the products themselves, the appearance of the category is new and unseen. Delicatessen works according to different rules, which we’ve deliberately broken up and reinterpreted. Japanese graphics match with classic German Fraktur font, authentic photography with bright colors and patterns. All elements, such as the "Ramen Fraktur" font, the noodle pattern, the imagery and the illustrative icons, were developed from scratch. We also took over the design of the noodle factory itself. It combines manufactory, store and ramen restaurant – all in one. Window stickers and unseen graphic posters in iconic noodle design catch the eye. The overall result is an unseen, progressive, enjoyable and lively brand design that reflects a completely new product for Germany in all its facets.
List the results
The products of Ramenfaktur offer both a culinary experience and a sensory delight. Their eye-catching design sparks curiosity and desire to try them. Just like the products themselves, the appearance of the category is new and unseen. Delicatessen works according to different rules, which we’ve deliberately broken up and reinterpreted. With esteemed delicatessens like Dallmayr expressing interest in showcasing the products on their shelves, we’ve already reached a relevant and fulfilling goal. Collaborating with renowned restaurants like Alexander Herrmann’s Imperial is a dream come true. At the same time, the amount of hosted Ramenfaktur ramen events and collaborations within the hospitality industry is constantly growing. For an emerging company that only recently introduced its brand and packaging design to the market, this success is a triumph of passion and dedication. It is proof that Ramenfaktur products not only tantalize the palate, but also capture the hearts of people.
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