Adv. 125 - Project 4 - Pop Culture Engineering

1. m arucha
nrebranding

2. What is Maruchan?
Maruchandirectlytranslatestoroundboy. Marumeaning
round,orrounded,andchanbeingasuffix,usedwithachild’s
name.
WhenayoungJapanesevisionarystartedafrozenfishdistribu-
torshipintheTokyoarea.Thismodestcompanysoonbecame
ToyoSuisan,oneoftheworld’s,mostsuccessfulfoodcompa-
nies.Itsfounder,Mr.KazuoMori,maintainedacommitment
tostudyandperfectfoodproductstoincreasequalityand
flavor. In1961,ToyoSuisanwasbecomingadiversifiedfood
companyandenteredtheramennoodlebusinesswiththegoal
toachievehigherqualitynoodleproductswhichwerethenon
themarketinAsia.
Maruchan,Incorporatedwasformedin1977andopenedits
first,ramenmanufacturingplantinIrvine,California.Amer-
icaquicklydiscoveredtheconvenienceandgreattasteof
MaruchanRamenNoodleSoups.

3. Maruchanhasalargeselectionof
flavorstochoosefromandhasgrown
muchlargerthanthestandardchicken,
beef,andshrimpthatmostknow.
Therearemanyvarietiesofthethree
mainflavorssuchas:
LimeChickenFlavor
CreamyChickenFlavor
ChickenVegetableFlavor
Hot&SpicyChickenFlavor
Hot&SpicyBeefFlavor
RoastBeefFlavor
ChiliPiquinWithShrimp
Hot&SpicyShrimp
LimeChiliFlavorWithShrimp
LimeFlavorWithShrimp
PorkFlavor
CaliforniaStyleVegetable
CheddarCheeseFlavor
JalapenoCheddarFlavor
Flavors

4. A New Look for Fresh Eyes
m
arucha
nChicken Flavor
NET WT.
2.25 OZ (64g)

5. m
aruchan
Beef Flavor
NET WT.
2.25 OZ (64g)
m
arucha
nShrimp Flavor
NET WT.
2.25 OZ (64g)
More Than Just Chicken

6. ThepackagingforMaruchanhasnot
changedmuchsincethebeginning,and
becauseofthisthepackaginghasbe-
comeboringandstale,lookingnodiffer-
entfromanyotherinstantramanbrand.
Wechangedthelogoslightlyinorder
tohaveafreshchange. Wedecidedto
alsomaketheflavoranimageofthat
flavortomakethepackagingmorefun
andmorein-you-facethanotherramen
brands.
Thetwoaspectswedecidedtokeepwas
theoverallstructureofthepackaging,
withthelogoandnameontopandfla-
vorandimagesnearthebottomaswell
asthecolorschemeofeachindicidual
flavors.
Packaging
m
arucha
nChicken Flavor
NET WT.
2.25 OZ (64g)

7. The New Logo
m
arucha
n

8. Logo Redesign
Weagreedthatthelogoneededaslightlyredesigntomake
theoveralliconmorefresh,asthelogoasneverbeenchanged.
Wedecidedtotakethefaceandplaceitunderthetextin
ordertoputmoreemphasisonthefacesincethatiswhat
maruchanisandwhatpeoplewillrecognizethemost. While
wewantthefacetobecomeanicon,itisnotyetstrong
enoughtoreallybeonit’sown,sothecompanynamewas
placedabovethefaceandcurvedtofitwiththeroundnessof
thename.

9. Audience
Maruchan’smainaudiencewillalwaysbecollegestudentsorthose
whoneedaquicklunch,butwealsowanttofocusonthe
household,andontheparentswhoneedtomakefasterdinners
forthemselvesorfortheirkids. WewanttobringMaruchanto
thosewhoarenotinarushandhavethetimetomakeafullmeal.

10. Campaign
TheoverallcampaignideaforMaruchanisthatitis“notjustacupofnoodles”. MaruchanInstantRamen
canbeusedforeveryoccasionwhetherontherunforwork,ontheroadwithfriends,orevenathome
forafamilymeal. Thepossibilitiesareendless.
InordertoreallytellthestorythatMaruchanisnotjustacupofnoodlesistoutilize
youtube,twitter,andinstagramtosharerecipesandideasforhowtocookwithMaruchanInstantRa-
men.
Wewouldcreateayoutubechannelshowcasingsomeonewhofilmsverycasually,andispreferablya
collegestudent,whowillcreatearecipeeachvideoandshowhowtomakeit,whilealsotalkingabout
differenttopicsoftheday,keepingthevideointeresting.
Tomakethesevideosinteractive,wewillaskpeopletosharetheirownrecipesandideaswiththehastag
#MyMaruchan. ThiswillallowtheproducttobecomemorepersonalandreallyhelpsellthatMaruchan
canbemorethanjustwhatyougetoutofthecup.