Brand Concept Development
Messaging & Copywriting
Instant noodles are a crowded market. While this product stood out with unique recipes, consumers might not be familiar with the unusual combinations of ingredients — so the brand needed to lend approachability to the flavors.
The PLS SND NOODS brand draws from Henri Matisse’s iconic cutout art — flipping the cheeky, lowbrow meme to associate the brand with famously highbrow nudes. The illustrations feature a specific Matisse reference whose limbs and hair happen to resemble noodles.
Another iconic Matisse in his signature shade of ultramarine hoists a bowl of noodles over its shoulder.