A Challenger Brand Fit For Samurai's

How we helped bring a new type of instant noodle to life.

Intrepid traveller & CEO, Crispin Busk, came back from Asia inspired. He’d fallen in love with the food, the way of life and most of all – the flavours. He’d recognised that back in the UK instant noodles were flavourless and packed full of preservatives so set out to do something about it. He wanted to re-invent the average noodle.

“I didn’t understand why food that’s convenient needs to be bland and predictable” was the ethos on which Kabuto was founded, and the Wildish & Co. approach was no different.

As Kabuto’s hard-earned efforts began paying off, they found themselves in all major UK supermarkets. They were growing and needed to move quickly so Kabuto approached Wildish & Co. with a brief to translate and build out their brand presence.

We were tasked to design and build a beautiful, responsive site that encapsulated their warrior spirit along with bringing their print & social campaigns to life, promoting the health benefits of their noodles.

With our help, Kabuto established the ‘Kabuto My Office’ programme as well as created a fun and memorable brand experience that is genuinely changing the conversation around what’s possible when it comes to innovating classic foods that have long gone ignored. Now that’s two sticks to the air.

We wanted to expand on the brand world to create a brand that was iconic and tribal, a brand it’s consumers can really get behind and that’s what we’ve done here.

So over the years, we’ve had a lot of fun with the Kabuto Noodles brand. With its impactful and versatile identity, we have a platform to experiment with. From mobile-friendly web designs to merch and vans, we have imagined a whole range of concepts for where the Kabuto brand can go.