Nissin's Demae Ramen was launched in 1968 with a brand name that nods towards Japanese tradition. The word Demae can be loosely translated as delivery, and refers to the custom that delivery boys brought Ramen on foot or on a bike. The Nissin delivery boy can now be found on the new pack design.
During the COVID-19 pandemic and lockdowns, instant noodle products enjoyed increased popularity. In Germany alone, turnover in 2020 increased by 27% compared to the previous year. Nissin used this momentum in order to revitalise the brand with the aim to convey the message that Demae Ramen offer an authentic Asian food experience.
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!