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Naughty Noah’s

deliverables Strategy + Vision // Illustration // Packaging // Web // Digital Marketing + Social Media

Naughty Noah’s Vietnamese Pho

Big flavors in a little cup!


Naughty Noah’s came to Pulp+Wire with a vision: a healthy, Vietnamese instant pho noodle cup worth buying, sharing and savoring. With rich, authentic flavors, a brand story centered around family traditions and culinary lineage paired with the owner’s own health journey, we couldn’t wait to take a bite into this packaging and branding challenge.


With the goal to upset the dated instant soup category and be more than just a sodium-heavy cup of noodles, Pulp+Wire took a turn for the fun and whimsical. With the brand named after the owner’s son, we wanted the soup to be bright, cheerful and energizing, while also evoking a warm, nourishing vibe.

Our work included brand naming, packaging design including custom illustration, web, social media, grow-to-market planning, investor desks and more—we are excited to see this fledging brand gain traction online and in-store.

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