GOLD STAR FOOD PRODUCTS
12.09.10The Gold Star brand was originally formed by a Vietnamese family whose family tradition was noodle-making, and who had developed their own noodle-making machine, which they brought to Australia, becoming a multi-national business which for years supplied their noodles to Asian markets and grocers.
When the second generation of the family took over the business, they had a vision to expand into the Western market, and approached studio equator to re-brand their corporate identity and packaging, and develop a strategy to launch two of their key products into the Western market.
Our concept was to develop a range of packaging that used graphics of Asian women, with a different visage for each different type of noodle, or flavour. Each package was personalised to it's specific product, for example a woman based on a Chinese opera singer was used for the Chinese variety Peking noodles, while a more Japanese look was developed for the Japanese Udon noodle.
This was designed to appeal to young women - our target market for the noodles. Different colours were also used to further distinguish the different varieties.
The owners were nervous about how change would affect their existing customers, so studio equator arranged focus groups to test the popularity of the designs, with a very successful outcome.
After some minor tweaks, the range was launched successfully and 24 different designs were developed over the next two years.
The Gold Star Noodle designs were also applied to vehicle graphics, advertising and point of sale print applications.