Samyang Foods’ protein pasta brand, Tangle, is strengthening both its product competitiveness and brand design. Tangle is a convenient pasta brand featuring dried noodles made from chickpeas, packed with protein and dietary fiber. Through a diverse product line including Mushroom Cream, Garlic Oil, Basil Tomato, and Garlic Shrimp, it is expanding the ramen-centered convenient food market into the pasta sector.
In terms of brand design, Tangle was engineered to appear not merely as a convenience food product, but as a new food culture brand. The iF Design Award explained that Tangle underwent a rebranding since its launch in 2023 to differentiate itself and create new consumer touchpoints, adopting "the evolution of pasta" as its core identity. An organically curved wordmark resembling noodles, vibrant bowl images, and graphic elements expressing the heat and movement of the cooking process create a cheerful and energetic brand tone.
In particular, the refinement of the Korean title is also a factor that enhances the brand's completeness. According to the released design introduction, Tangle's Korean title is the English logo tangleIt has been refined to align with the visual texture and enhance the consistency of the brand tone. This approach aims to maintain the product's unique character and taste impression even in Korean. The intense red color and intuitive typography are designed to make the product name visible at a glance, serving to increase visibility on display shelves.
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