B&B studio wins gold at DBA Design Effectiveness Awards for Kabuto Noodles
B&B studio won gold at the most recent DBA Design Effectiveness Awards for its strategy and design work on Kabuto Noodles which launched the challenger brand into the UK market, transforming a start-up brand investment into an £11m brand in just five years.
Kerry Bolt, Client Partner at B&B studio said: “Design effectiveness is at the heart of what we do and being recognised with a DBA for our work on Kabuto is a real honour. Our strategic process ensures all creative is rooted in sharp meaningful insights and for Kabuto the power of identity has been a vital factor from day one.”
In its first year of launch, Kabuto’s sales targets of £100k were smashed by 86% and distribution has increased from 35 stores in 2011 to 3205 in 2015. Today Kabuto is the UK’s fifth biggest instant noodle brand.
The way of the noodle
B&B studio created the name, identity and packaging for the new brand of premium instant pot-based noodles, conceived by independent entrepreneur Crispin Busk. Kabuto entered the market to challenge perceptions of the category with a healthier, more natural, more authentic and sophisticated instant noodle product.
From the start, brand identity and packaging design were essential to catching consumers’ eyes and convincing them of the high quality of the product, especially with no other marketing support until 2015. Kabuto brought authentic Asian inspired flavours to British audiences shaking up perceptions around the category to attract new consumers.
Real knowledge is to know the extent of one’s noodles
Creative Partner, B&B studio, Shaun Bowen, comments: “We are thrilled that Kabuto has been recognised with this well-deserved award for the winning formula of great design with an inspiring business idea. To attract a new audience to the instant noodle category, we knew we needed fresh and contemporary design. A witty identity which raises a smile in the mind forged an emotional bond with consumers – after all who doesn’t like to smile?”
Kabuto Noodles Founder Crispin Busk comments: “The depth built into the brand identity has always given us a strong grounding when talking to customers – both retail and public. It helps demonstrate the thought that goes into everything we do.”
A smile in the mind
The name Kabuto references the Samurai helmet, while the identity is a witty combination of helmet and noodle bowl, raising a smile in the mind. The strong identity is heroed across the range, effortlessly conveying a challenger brand with British wit and Asian authenticity.
The use of wit continues throughout the brand’s tone of voice. B&B studio was inspired by a collection of ancient Japanese proverbs, subtly tweaked to reference noodles, which remain a core part of the brand’s identity. Kabuto’s design was included in the 20th anniversary edition of A Smile in the Mind – Beryl McAlhone and David Stuart’s legendary book on witty thinking in graphic design.
