Reimagining a classic Indonesian instant noodle for a modern global audience.
Indomie is a popular instant noodle in Indonesia that is also distributed globally. In Asia, the noodle is beloved and seen as a hearty snack. In the west however it is often seen as dirty and cheap. How can we shift the perception of this noodle to appeal to a modern global audience?
My approach was to draw inspiration from Indonesian street food and create a brand with the same energy and boldness of street food. The name Yappie comes from the idea of yapping away and the chatter that happens around street food. It also is reminiscent of the sound of eating delicious saucy noodles.
