Rieber & Søn’s household noodle brand, Mr Lee, had been invented and promoted by the real Mr Lee, an orphaned Korean refugee who had settled in Norway. We were asked to redesign the brand’s identity, avoiding photographic images of its originator, developing an independent but equally powerful and charismatic brand personality, able to thrive in a highly competitive market.
Our intuition told us that, as well as being an authentic product, Mr Lee noodles appealed to a youthful audience with a sense of humour and an appreciation of irreverence and silliness. This insight, coupled with Chol Ho Lee’s own larger than life character, inspired our caricatured, cartoon Mr Lee. Oozing personality in his trademark loud shirts, this supremely ownable and timeless brand icon adapts easily to variants and line extensions: impersonating Elvis for the king-size pack and morphing into a Sumo wrestler for the bigger portion version. This funny, witty and lovable branding is so distinctive that it needs no visible name on the pack – appearing only on the lid. Mr Lee made an instant connection with its target audience and won four awards in the first six months.
This may just be the coolest shopping bag EVER. A shopping bag that can be 100% reused one way or the other, designed by Happy Creative Services of India:
“With the relevance of eco-friendly initiatives increasing every day, Lee wanted an innovative solution that would display their affiliation towards the same and also spread the message amongst their customers.
To drive the message home in a fun and effective way, we went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag that can be reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash. Not only did this make the idea long-lasting and interactive but also conveyed the message in a fascinating manner. A surge in interest from patrons forced us to produce 100 times more bags than the initial production of 3,000 bags.”
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