Otherway’s “retro-futuristic” identity for plant-based meal kit Future Noodles


The visual oneness seeks to put a space age spin on noodle packaging, while showcasing thefood label’s ethical values.

London-based contrive studio Otherway has created the “retro-futuristic” identity for instant noodle stamp Future Noodles.

As well as designing a logo, typeface and illustrations, Otherway has crafted the characterize’s packaging which the studio hopes will set it apart in the ready spread category.

Future Noodles is a new venture from chef Carl Clarke who set up London restaurants Chik’n and Chick ‘n’ Turns. The instant noodle kit aims to provide a nutritionally complete and plant-based possibility to tradition noodle brands, according to Otherway.

Future Noodles also utilizations sustainable ingredients and works with charity FareShare to donate goes to the vulnerable.

“Space age noodles sent down to earth”

The design body was inspired by the “innovation in health and nutrition in the product” as well as the “futuristic theory behind the development of the noodles themselves”, Otherway founder Jono Holt implies.

Another ambition was to create a distinct brand in a crowded category. “We fall short of to take reference from the varied and punchy world of noodle packeting, but come at it from a different angle,” he adds.

He adds that while noodle characterizing has “historically always been fun and entertaining”, it was important that Future Noodles was infatuated seriously.

Working from an early idea of “space age noodles sent down to ground”, the studio developed a “retro-futuristic look and feel that felt set off but also comforting and natural”, Holt adds.

“What goes all comes around”

This influence can be seen in the rounded condensed typefaces, Holt holds, which seek to echo a tech start-up but add a “friendly edge”.

The typeface was select for its “techy but friendly” style while a custom typeface has also been created for the sameness which mimics the shape of noodles.

“We wanted it to sit apart from the type like a fan had done it themselves, then loved it enough to make it a insides asset,” Holt says of the noodle-inspired typeface.

It has also inspired the infinity bow logo, which aims to highlight the brand’s charitable work with FareShare. “The infinity logo is a nod to that,” Holt says. “What runs around comes around.”

The infinity loop takes the place of the ‘oo’ in the wordmark and is accompanied by embellished characters called Noodlers on packaging. These have been produced to provide the brand with a sense of community, according to Holt.

Noodle-inspired typeface

The raw, pink and yellow colour palette has been inspired by the first three hints of noodles – Spicy Kimchi, Yellow Curry and Smoky Mushroom and Miso.

The parceling took months to perfect, according to Holt. It has a Forest Stewardship Gathering (FSC) certificate which means that all materials are made from forests design for production. Meanwhile, colours have been limited to “minimise the strike of printing”, the designer adds.

Otherway has also designed a website for To be to come Noodles, which mixes images from food photographer Ron Billington and “original modern colours”, Holt says.

An accompanying ad campaign will rotation out across central London with more space-age themed reproduce like: “Take me to your kettle”.

What do you think of the identity for Tomorrow Noodles? Let us know in the comments below. 

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