MAMA Thai connext instant noodle

“MAMA” is a brand that sells instant noodles in Thailand, which has been successful in the market for a long time and has been produced and distributed to various countries worldwide as well. The designed pieces are not sold in Thailand but are manufactured to be sold globally. MAMA aims to adjust the design packaging and concept to differentiate it from the past, to align with the new target group, which is foreigners who are fond of Thailand and enjoy the deliciousness of Thai-style street food. This new product is a sub-brand of MAMA called “Thai Connext” by MAMA, which signifies the deliciousness of Thai noodles connecting taste buds worldwide. This meaning is also incorporated into the lettering design of the new sub-brand displayed on the packaging.

The product’s concept as laid out by the marketing team is “Missing Thailand, Vibrant Thai Street Food, Experience of Thai Delicacy.” Initially, three flavors will be launched: Thai Boat Noodles, Tom Kha Noodles, and Panang Noodles. Each flavor will be meticulously prepared to taste as delicious as the authentic Thai noodles served in Thailand. Clear briefs have led to the development of the concept “Thai Smile noodles,” choosing Thai culture as the basis for the design, drawing from the kindness, helpfulness, and warmth that characterize Thai people, as well as the renowned smiles of Thailand and the variety and deliciousness of Thai food, which are well-known globally.

For the packaging design, it should be fun and engaging. Starting with the creation of characters representing Thai kitchen cooks, each character will be named “Smile” which is a distinctive Thai trait.

• For Boat Noodles, the character will be named “Miss Smile” who will row the boat to sell noodles along the canal.
• For Tom Kha Noodles, the character will be named “Uncle Smile” who runs a made-to-order food stall by the roadside in provinces.
• For Panang Noodles, the character will be named “Auntie Smile”  who pushes a cart selling curry noodles in the old town area of Bangkok.

All characters will be authentically Thai, drawn with bright smiles, incorporating motifs from ancient Thai mural paintings blended with contemporary drawing styles. Hand-drawn watercolor illustrations will be used, and the background of the images will feature line patterns to depict the atmosphere of each location.

Noodle bowls will be selected from those used in actual Thai restaurants and positioned on the packaging with a slight tilt, decorated in a minimalistic style. This adds to the fun and liveliness of Thai character designs, ensuring a clear communication with consumers that says, “Missing Thailand, craving Thai food? Choose Thai Connext.”