tangle

instant Noodle Brand

Samyang Foods launched Tangle, an instant pasta brand expanding beyond the traditional East Asian ramen market. After its 2023 debut, Tangle underwent rebranding to better differentiate and appeal to new consumers. It offers authentic flavors with high protein, building its identity central to “the evolution of pasta.” The organic, noodle-like wordmark, lively bowl and sizzle create a playful, energetic tone. Designed for flexible communication across packaging, digital, ads, and goods, Tangle consistently delivers a bright and positive spirit while proposing a new food culture where health, fun, and convenience tangle deliciously together.

Client / Manufacturer

Samyang Roundsquare

Seoul, KR

Design

Samyang Roundsquare Co., Ltd.

Seoul, KREuiri Choi, Hana Yoo, Moonjoo kim, Wooseok Jung, Jina Kim, Jeeho Yu, Hye Ri Choi, Seung Yeon Lee, Yoon Seo Lee

Jones Knowles Ritchie

London, GBChristopher Sharpe