Noodle Box unveils brand refresh

Noodle Box brand refresh
Noodle Box’ new look stores are centred on the customer experience. Image supplied

Noodle Box is rolling out a strategic brand refresh with the idea of an Asian food adventure at its core.

The 26-year old brand partnered with Melbourne based creative agency Anatomy Studios to recreate the brand.

Noodle Box brand manager, Megan De Haas, said brand relevance is important in a highly competitive marketplace.

“Noodle Box is thrilled to partner with Anatomy Studios and collaborate on redefining our longterm brand strategy, core brand essence, as well as reinvigorate our creative brand identity taking an evolutionary approach to the design,” she said.

The idea of asking customers to ‘unbox your adventure’ is at the heart of the rebrand.

Noodle Box brand refresh rolls out nationally

Anatomy Studios creative director, Matt John, said the idea of ‘Unbox your adventure’ embodies the overall ethos of Noodle Box’s new brand identity.

“We put the customer at the centre of the brand experience. From that centre point we built out touchpoints that connect the customer with the brand from messaging, branded collateral all the way through to the new interior design of the stores.

“When Noodle Box opened its doors 26 years ago there was a strong sense of anticipation and adventure backed by in-store theatre and delicious recipes. Our job was to bring back that essence into today’s landscape and take them into the future,” said John.

The franchise chain is introducing new items to broaden its South-East Asian-inspired menu.

“The new menu range journeys deeper back to our roots,” said De Haas. “This menu also grants us the ability to reach new audience segments by introducing new plant-based proteins,” she said.
The new menu includes wok-charred noodles, sizzling stir-fry dishes, a new plant-based category and popular Asian street food snacks.

The new look brand and menu are rolling out nationwide in-restaurants and across all delivery platforms.

Noodle Box started franchising in 2002 and its owned by multi-brand franchisor Concept Eight.