NOODLE KNITS

Noodle Knits needed a brand identity that reflected its unique concept of visually combining yarn with Asian-American cuisine. I created a cohesive visual system and packaging suite, including a shipping mailer and insert, to bring that idea to life and create a consistent experience for online orders.

Brand Development

Packaging Design

Case Study

I developed a complete brand identity for Noodle Knits, a yarn company based on Asian-American cuisine. The theme of this branding was centered around the visual similarities of yarn & knitting needles and noodle & chop sticks.

The project also included a cohesive packaging system for multiple yarn lines, along with a custom shipping mailer and informational insert designing to create a consistent and engaging experience for online orders.

Design Process:

Branding and Visual Identity:

My goal for this brand was to fill the space between fiber crafting kits aimed at younger audiences and more established yarn brands that primarily market to experienced, older crafters. I wanted to create a brand that speaks to a 20-40 year old audience, with an identity that feel both playful and intentional.

The visual direction focuses on bold, expressive elements that tie directly into Asian-American cuisine and fiber craft themes, helping the brand stand out while sill feeling cohesive and approachable.

After exploring several logo directions and gathering feedback, I chose to refine the version indicated by the star. This direction felt like the strongest balance of boldness, playfulness, and alignment with the overall theme.

At the same time, I wanted to incorporate elements from the other logo explorations into the broader identity. To do this, I developed a flexible logo system supported by a range of graphic elements that could be used across different applications. This approach reinforces my goal of positioning Noodle Knits as a fun, youthful brand while still maintaining a cohesive and recognizable identity.

Branding & Visual Identity Final Design:

Packaging:

For the packaging portion of this project, I designed labels for four yarn lines, three based on different yarn weights and one recycled fiber line, along with a shipping box insert and the outer shipping box.

When designing the packaging for Noodle Knits, I focused on bold, playful visuals. The yarn labels include all of the standard product information, with the added detail of a unique fortune printed on the inside. I carried this idea further into the packaging insert, designing it so the customer pulls an informational slip styled like a fortune from a cookie.

For the shipping box, I incorporated the brand's sticker inspired pattern along with a subtle knit texture wrapping around the box. The goal was to create a sense of excitement at every interaction with the packaging.

I began the design process by measuring real products and creating dielines for each components. After developing initial designs, I printed and assembled physical mockups to evaluate them in real life, making revisions and refinements based on each iteration.