A total revolution

Brand positioning,
Brand identity, Packaging design
Client: GB Foods

We defined a new market segment

GB Foods and Branward continue to reap success thanks to Yatekomo. The company launched its line of instant Asian noodles on the market in 2014. A year and a half later, over 5 million consumers had tried them. Since then, we have succeeded in being a regular presence in the shopping cart of 20% of Spanish households. Moreover, we have 100% market penetration, that is, Yatekomo can be found in every supermarket, something very difficult to achieve.

Brand Image

The Yatekomo brand is the company’s most successful innovation. The delicious instant Asian noodles come in an easily identifiable personalized packaging. The development of the brand focused on the basic pillars of the youth market such as trust and ease of preparation.

The project began with research into territories and exploring the corresponding routes, which analysed and transmitted the concept of fun and the experience of taste. The result was the perfect blending of the territory of convenience and the concept of fun, built into Yatekomo’s DNA, with the exploration of new flavours originating from different countries.

New and appetising restyling

After the original design’s success which promoted the concept of “ready to go”, represented by an overhead image of the cup, and with competition stepping up in the noodle market, in 2018 a strategic shift was made in the brand concept to promote “food appeal”, so as to recover some of the diminishing market penetration of recent years.

The challenge consisted of exploring different territories in which the photograph of the noodle bowl would transmit quality perception, with the goal of making them more appealing with a frontal photograph. This enabled the consumer to better appreciate the volume, quantity and allure of the product. With the aim of facilitating recognition of the range of Yatekomo’s varieties, we eliminated “The original” from the name, as it didn’t help with the brand strategy.

The Asian Gourmet

After the original range’s great success, the family was expanded with “Yakisoba Asian Gourmet”, Asian noodles prepared according to the traditional Japanese recipe: vegetables, meat and Asian sauce. Yakisoba was another great success for the brand, being named “Product of the Year” in 2017.