A whole food as an instant food
Future Noodles, founded by the chef, Carl Clake, and designed by London-based design and advertising studio, Otherway, call themselves "Nutritionally Complete Instant Noodles: Super tasty, plant-based instant noodles that are healthy for you and our planet." Their simple mission is to "make the world a better place one noodle at a time".
This article is ostensively about the brand's packaging, but it is really a great case study of a whole brand done brilliantly.
"If you take a look at the packaging, you'll find that it gets made from fully recyclable cardboard that's responsibly sourced, making waves in an industry that's inundated with unrecyclable pouches, styrofoam, and unnecessary plastic. Not only is the packaging sustainable, but it's also well designed. Think blush pink for the spicy kimchi flavor, yellow for the yellow curry, and light green for spicy mushroom and miso flavor. The bubble-letter font is perfect for the brand as it exudes a sense of comfort and approachability, while the infinity sign in the middle of the logomark reflects the intention of the brand’s mission to give back as much as they take. And yes, it even looks like noodles."
Article: Future Noodles Doesn’t Noodle Around When It Comes To Sustainable Packaging