SHARP SHARP RAMEN PACKAGING DESIGN

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THE ASK

Design a package and collateral branding for a dried food product. The brand theme must portray a South African flavour regarding visuals, copy and content and make use of an official South African language or an informal ‘street style’. The packaging needs to be sustainable.

THE SOLUTION

For the food product, I chose ramen since it is my favourite anytime meal. The packaging type I chose was a paper cup with a peel-away lid so that it is BIODEGRADABLE. The consumer could eat the noodles right from the packaging, maximising convenience for urban people on the go.

I named the brand “Sharp Sharp” which is South African slang used as a greeting or to express agreement and enthusiasm. I was inspired by the Pantsula dress code which features a pop of colour paired with clean, crisp clothing, overalls, small rimmed bucket hats and Converse sneakers.

THE GRID was used to organise the layout. An ARC effect was applied to all design elements on the cup, since the 3D cup flattens to a curved rectangle. A CENTRAL COMPOSITION was used for the logo and product name on the front of the cup and lid to draw the viewer in. RHYTHM & REPETITION was achieved with rows of wavy lines that represent the noodles. EMPHASIS was placed on the logo and product name by CONTRASTING crisp black text on a white background, sandwiched between the busy noodle pattern.

For the “Sharp Sharp” logo, I used a chiseled marker typeface favoured in signwriting and street art. The zig zag pattern was borrowed from traditional bantu textiles and murals. For the “ramen spicy soup noodles” text, a soft and squishy kawaii-inspired typeface was used. This reflects the soft and comforting texture of cooked ramen noodles, as well as

ramen’s Japanese origin. Warm yellow and brown were used as the main branding colours since they are eye catching, edible and communicate a vibrant South African flavour.

PACKAGING DESIGN