The spiciest Punch Ramen will burn your stress away.
Solution
For the intuitive expression of what happened in a K-league soccer game where Mr. Lee strongly complained to the assistant referee about a disallowed goal and throwed a punch, a wild and muscular image of a fist is illustrated on the package of Punch Ramen.
Since the happening, Lee Chun-soo has been the symbol of a fiery personality. Punch Ramen conveying his burning heart has a base made from pepper, Korean’s all-time favorite spice. It also delivers a humorous message that Punch Ramen will punch your stress away when you are so stressed and pissed off.
The main lettering used on the package of Punch Ramen has a strong structure and weighty strokes in order to convey the muscular impression it has. The edge of letters ends with blunt but sharp forms and visualizes the ultra-spiciness of the ramen with the image of Vietnamese whole peppers.
Result
The spiciness of Punch Ramen, which leaves a strong impression and a stronger flavor, has a Scoville index of 10,000 SHU, more than twice that of Ottogi Yeul Ramen, and makes many Koreans bragging as a capsaicinophile dare to eat. The straightforward concept and story with the motif of the so-called “fist happening” became a hot topic among soccer fans and gained a lot of popularity. The add-on powder pouch, Red Card soup, adds more refined spicy taste to the ramen and attracted the attention of the consumers who are proud of having a spicy tooth. It reached a rating of 4.8 out of 5 and became a hot item with more than 70,000 units sold within two months of launch.
