Maruchan Gold

Launching a Bold Campaign for Maruchan’s Premium Ramen

Maruchan introduced its premium product line, Maruchan Gold, highlighting the highest quality ramen noodles with an authentic Japanese taste. At AMP Agency, the team developed a bold and elevated campaign to drive awareness and educate consumers on the benefits of this new offering.

The campaign showcased a cohesive 360º approach, including a branded food truck, out-of-home (OOH) advertising, branded merchandise, and a robust digital presence. Through multiple creative explorations, the team established a striking visual style and campaign strategy that captured the essence of Maruchan Gold, positioning it as a standout in the premium ramen market.

Project Type

Branding, Marketing Design, Visual Design

Role

Senior Art Director, Lead Visual Designer

Exploring Two Bold Design Directions

Maruchan requested multiple design directions, and we presented two: one playful and modern with bold colors, and another refined and sophisticated with darker tones and elegant elements.

Driving Awareness Through Digital Campaigns

As part of the 360º campaign, we developed engaging banner ads and social media posts to drive awareness and promote Maruchan Gold across digital platforms. These assets highlighted the product’s premium quality while maintaining a cohesive visual identity.

Taking Maruchan Gold to the Streets

For the out-of-home (OOH) campaign, we designed bold, striking visuals to bring Maruchan Gold’s premium quality to life. Several options were developed to demonstrate how the campaign could translate into real-world applications, from billboards to branded food trucks.

Branded Merchandise to Elevate the Experience

To complement the campaign, we designed a line of branded merchandise, including apparel, tote bags, and ramen bowls, to extend the Maruchan Gold experience beyond the product itself. Each item featured bold graphics and premium design elements to reflect the elevated nature of the new ramen line.

Defining the Look with Style Tiles

We presented cohesive style tiles that explored distinct aesthetics, each featuring unique typography, color palettes, patterns, and imagery. These tiles offered the client a clear vision for aligning the campaign’s visual direction with Maruchan Gold’s premium and authentic positioning.

Outcome

The campaign was well-received, successfully showcasing Maruchan Gold’s premium quality and authentic taste. The photography style developed for the launch continues to be used across the brand, reinforcing its elevated identity. It helped promote awareness and drive excitement for the new product line.

Team

Katelyn Stokes — Account Director
Scott Zaleski — Senior Account Manager
Jordan Miki — Senior Content Art Director
Rose Swain — Content Art Director

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