EAT WITH PRIDE CAMPAIGN — danielwhitelegge

The Packaging: Itsu set out to shake up the instant noodle category with a healthier alternative to Pot Noodle, introducing rice noodles paired with hand-crafted miso broths. To match the ambition of the product, they needed packaging that could stand out against bold competitor designs while still reflecting itsu’s values of health, lightness, and authentic Japanese influence. As designer and art director, I was responsible for creating this new visual identity.

I drew inspiration from Japanese brush paintings, calligraphy, and iconography, reimagining them into a modular system of bold strokes and colours that distinguished each SKU. This direction was refined into a premium execution: matte white card embossed with a delicate grid pattern, where subtle Japanese details met a modern, elevated aesthetic — helping the range stand out as both innovative and high quality.

Early concept sketches

Final Design

The Launch Campaign: For itsu’s major noodle range refresh, the launch needed to connect with the modern, on-the-go consumer through bold visuals and messaging. The pack design—featuring authentic Japanese rice noodles and miso from the Hikari Valley—used block colours and Japanese-inspired iconography, which naturally lent itself to a neon city light reinterpretation. To distinguish the range from typical instant noodles, the campaign centred on the message: “Eat with Pride.”

A custom extended-condensed font, inspired by urban neon signage, was paired with a fortune cat character carrying the Japanese characters for “NEW.” The itsu logo was reimagined as a simplified neon sign in the noodle range’s colour palette, and these elements were animated as flashing lights over looping footage of Tokyo’s Shibuya Crossing to emphasise speed and accessibility. The campaign launched across major UK tube and train stations and received a strong public response.

Manchester Picadilly