Kang Kang Hawker Noodle Kits

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Agency: jones knowles ritchie
Project Type: Produced, Commercial Work
Client: TSK Foods
Location: Singapore/Asia

jones knowles ritchie has created the design for a ‘Hawker Noodle Kit’ from Singaporean brand Kang Kang noodles. jkr, who developed the creative idea, including graphics and structure, worked with TSK Foods to launch the first product innovation from its lead brand. The product has picked up a Great Singapore Food Gift Award for its quirky packaging of classic hawker meals.

The three noodle kits comprise a bag of fresh pasteurised Kang Kang noodles and a sachet of paste, packaged up in a bespoke cart structure reminiscent of a traditional hawker cart. “We wanted to create something authentically Singaporean, and what could be more authentic than a hawker centre?” commented Creative Director Dale Evans. “We put the cheeky, cheerful Kang Kang monkey at the heart of the pack, casting him as our hawker seller, and giving him a slightly different expression for each flavour. We had fun with the back of pack, too, using Singlish to capture the essence of a multi-cultural heritage.”

Added TSK’s Director Annie Tan, “This is a joyful interpretation of the distinctive and humble part of our Singapore heritage which needs to be preserved, protected and shared with the world. jkr demonstrated a real understanding of the context and really brought the idea to life.”