Hyeyeon Henie ChoAbout

BI Renewal & Packaging
for Samyang Ramyeon

RoleVisual Research
Concept Development

Graphic Design
Packaging Graphics
Visual Identity

 Originally launched in 1963 as Korea’s first instant noodle, Samyang Ramen has been a beloved household staple for over six decades. To mark its 60th anniversary, the brand introduced a new platform called Samyang Round Square, aiming to connect its heritage with a renewed vision for the future.

As part of this rebranding, I redesigned the packaging for the iconic Heritage Line. The challenge lay in balancing the brand’s long-standing identity with modern design sensibilities, going beyond a simple visual update.

Focusing on the circular motif—an essential element of Samyang’s visual language—I developed new graphics for the noodle packaging. Through careful exploration of typography, composition, and colour, I created a refreshed yet familiar design that honours the brand’s legacy while appealing to today’s audience.



Before
After

Samyang Ramen Renewal Strategy: Balancing Heritage and NewnessTaking into account Samyang Ramen’s strong market presence and high brand recognition, we began the renewal process by reflecting on three key questions:

1. What elements make people instantly recognise and remember Samyang Ramen?
2. What areas clearly need improvement?
3. To what extent is change—or a sense of “newness”—necessary?




Packaging Elements & Visual Refinement
The redesigned packaging is grounded in Samyang’s updated corporate colour, Evolving Orange, which was subtly adjusted to better suit the context of food products. While retaining the brand’s signature orange and blue combination, the contrast between the two was fine-tuned to convey a more refined and modern impression. The familiar blue sidebar was deliberately kept to preserve brand recognition and visual continuity.

At the centre of the design, the iconic circular graphic in yellow and red was reinterpreted to maintain its symbolic value while giving it a contemporary twist. The angle of the logo was made noticeably steeper, injecting a sense of dynamism and expressing the brand’s active spirit of change. The rounded typography was preserved to retain its friendly tone, but the letterforms were carefully refined for a more polished and elegant look. To complete the visual system, a new graphic pattern was introduced to highlight the product’s rich, savoury flavour and enhance the overall sense of depth and completeness in the packaging.


Classic Flavour
Spicy Flavour



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