Noodle monkey: Package design drives hawker cart into supermarkets

Client: TSK Foods' Kang Kang Noodles

Agency: JKR

Market: Singapore

Campaign scope: Package design for laksa, prawn mee and curry mee flavours of pasteurised noodle product.

Details: Billed as a 'Hawker Noodle Kit', the packaging physically resembles a hawker cart with a primate proprietor.  

Press release quote: Annie Tan, TSK Director: “This is a joyful interpretation of the distinctive and humble part of our Singapore heritage which needs to be preserved, protected and shared with the world. JKR demonstrated a real understanding of the context and really brought the idea to life."

Campaign Asia Pacific's comments: Singaporeans love their hawker food, so the strategy seems sound. Endearing touches include the expressive monkey and the use of 'Singlish' on the side and back. The design has just won a Great Singapore Food Gift Award from the Singapore Food Manufacturers' Association, for whatever that's worth. Hopefully the product itself lives up to the packaging's promises, because Singaporeans are nothing if not discerning when it comes to food.