Ying Yaang – Instant Noodles Packaging by KALI

Challenge:
Ying Yaang entered an instant noodle market ruled by category heavyweights and promptly disappeared. Surrounded by packs that looked and sounded the same, the brand had no visual distinctiveness and no reason to be picked off the shelf.

Objective:
Break through a saturated category and give Ying Yaang a recognisable identity that demanded attention at shelf level.

Solution:
We studied the brand. Then the competition. The pattern was obvious – sameness. So we rebuilt Ying Yaang from the pack outward, introducing a bold, lovable mascot inspired by the unmistakable shape of a panda (sorry, koalas). The new visual system was flexible, character-led, and impossible to miss.

Outcome:
Ying Yaang went from invisible to unmissable, claiming space on shelves and a place on the table.