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Lucky Boat - The Creators Of Exceptional Noodles 

Boundless Brand design is excited to present our new work for one of the UK most iconic Chinese takeaway and restaurant brands: Lucky Boat noodles. Despite being the B2B leader in noodles, Lucky Boat had no B2C presence, and was even barely known by consumers. Our task was to sharpen their positioning and to design their first consumer packaging.

Lucky Boat takes its name from an incredible voyage overtaken by Chinese emperor Zhu Di’s naval fleet in 1421, aiming to ‘bring the best to the world’. This ethos of passion, generosity and excellence led us to the new positioning: ‘The Creators Of Exceptional Noodles’.

The challenge was that while takeaway and restaurants chefs valued great noodles, consumers didn’t see them as the hero of the dish. Our new positioning leverages the trust UK Chinese chefs place in the noodles’ functional superiority, reframing to appeal to home chefs.

Our packaging highlights the noodles’ exceptional nature with golden nest photography and proud quality credentials. Authenticity and heritage are given pride of place, with intricate Chinese decorative framework and a dual-language approach. We shaped a new, more human tone of voice, communicating passion and ambition. Clear brand beliefs of ‘Great noodle dishes need great noodles’ and ‘exceptional noodles make noodle cooking mastery possible’ bridged the gap between restaurant and home chefs, enabling both to fall in love with the brand. 

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