Fiery rebrand adds spice to Mamee's 'Slrp' noodles

Mamee Malaysia instant noodle brand Slrp has taken on a dangerous new look thanks to a rebranding by JKR (Jones Knowles Ritchie) Singapore. The new identity spans packaging, digital content and print communication.

JKR was appointed without a pitch to help the brand "reclaim" its role as the "definitive spicy instant noodle" in a market flooded with Korean competitors, according to the agency.

"The packs were largely anonymous, relying on generic photography of noodle bowls, functional typography and weak branding," Alex Boulware, creative director at JKR, said in a release. "There was no sense of the brand owning a unique idea, or delivering a distinctive visual language." 

JKR employed universal codes for danger, bold typography, caution-tape motifs and a "grungy, rough texture that evokes the vibe of the streets", according to the agency. 

What does the client say? Let's hear from Yuan Yi How, marketing director of Mamee Double Decker:

The identity system that JKR have built with us gives us the means to build the brand from the ground up, without relying on expensive ATL investment. SLRP! was once a true Malaysian icon. With this new work from JKR, we are confident that the brand will be able to reclaim its crown.