tangle

Tangle started as an overseas-focused instant pasta brand with an interesting product technology, but its original positioning did not yet give consumers a strong enough reason to choose it.

The opportunity was bigger than refreshing the design.

The brand needed a clearer role between pasta, instant meals and better-for-you convenience — and an identity capable of working across very different international markets.

I led the strategic repositioning and creative direction of Tangle’s rebrand, working with JKR and internal marketing and design teams.

My role covered positioning, identity and packaging direction, the global brand system and the development of communication for international rollout.

We moved away from defining Tangle primarily as K-Pasta and reframed it around a broader proposition: The Evolution of Pasta.

The idea brought together three things consumers already understood — the satisfaction of pasta, the convenience of an instant meal and a stronger nutritional proposition.

The design followed the same principle. Rather than adding more explanation, the product itself became the visual idea: a flexible noodle-inspired identity, expressive food imagery and a system that could travel easily across packaging, digital and communication.

The renewed Tangle gave Samyang a clearer proposition outside its core ramyeon business and created a brand system designed for international expansion.

Since relaunch, the brand has expanded across major global markets and retailers, while the new identity and packaging have also received international design recognition.

Tangle is now less an export product and more a platform that can be built as a global brand in its own right.