| Title | INSTANT NOODLE NOVELS |
| Brand | JOSEF BERNBACHER & SOHN |
| Product/Service | IM-NU-NUDELN |
| Category |
D01. Food |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Henrik Pfeiffer |
Serviceplan |
Copywriter |
| Basma Attalla |
Serviceplan |
Art Director/Graphic Design |
| Julia Meinetsberger |
Serviceplan |
Account Supervisor |
| Stefan Randlkofer |
Freelancer |
Photographer |
Brief Explanation
Josef Bernbacher & Sohn GmbH & Co. KG is a family-owned German noodle manufacturer based in Hohenbrunn in the district of Munich. Since 1967, the company is Bavarian market leader in the ranges of egg noodles and egg-free pasta. In addition, the company sells ready meals, pasta sauces and different pesto variants. About 30,000 tons of pasta leave the factory site per year.
The Brief
Our customer asked for an unconventional packaging design idea, which adds a dimension of serenity to the brand experience and an added value to the product experience.
How the final design was conceived
We looked into the habits of the core target group of buyers of instant noodles. We found that many of them are members of educated parts of the population, who spend vast amounts of time at work. There is not much time for eating and not much time for information about what might be a good book to read. So we combined these two driving aspects for that particular target group.
Indication of how successful the outcome was in the market
We created an innovative packaging concept for Bernbacher noodles, an outstanding marketing platform for Bastei Lübbe and doubled the consumers’ indulgence.