Staff Reporters
Jul 24, 2019

Fiery rebrand adds spice to Mamee's 'Slrp' noodles

A rebranding effort by Jones Knowles Ritchie aims to make the Malaysian brand stand out on shelves.

Fiery rebrand adds spice to Mamee's 'Slrp' noodles

Mamee Malaysia instant noodle brand Slrp has taken on a dangerous new look thanks to a rebranding by JKR (Jones Knowles Ritchie) Singapore. The new identity spans packaging, digital content and print communication.


JKR was appointed without a pitch to help the brand "reclaim" its role as the "definitive spicy instant noodle" in a market flooded with Korean competitors, according to the agency.

"The packs were largely anonymous, relying on generic photography of noodle bowls, functional typography and weak branding," Alex Boulware, creative director at JKR, said in a release. "There was no sense of the brand owning a unique idea, or delivering a distinctive visual language." 

JKR employed universal codes for danger, bold typography, caution-tape motifs and a "grungy, rough texture that evokes the vibe of the streets", according to the agency. 

What does the client say? Let's hear from Yuan Yi How, marketing director of Mamee Double Decker:

The identity system that JKR have built with us gives us the means to build the brand from the ground up, without relying on expensive ATL investment. SLRP! was once a true Malaysian icon. With this new work from JKR, we are confident that the brand will be able to reclaim its crown. 

 

 

Related Articles

Just Published

1 hour ago

India campaign targets discrimination against locals

'Made in India' breeds of cats and dogs plead for some love in a campaign for an animal adoption outfit in Mumbai, in a campaign by Tonic Worldwide.

7 hours ago

Thailand juice brand presents itself as insurance ...

"We know we're good, so we dare to insure," proclaims a new ad for Tipco from Publicis Groupe agency Brilliant & Million.

7 hours ago

Arcade founder Matt Cullen to be CCO at ADNA

Former Digitas CCO Joins Gary Tranter, David Mayo and founder Henry Gomez at three-year old data research venture.

8 hours ago

Media mogul Jimmy Lai arrested in Hong Kong

Publisher and China critic was taken in this morning under Hong Kong's new security law for "colluding with foreign forces", according to an associate.