Hup Huat Noodles Pte Ltd is a noodles specialist with more than 80 years of rich history in Singapore, producing handmade noodles which are extremely wholesome, delicious and affordable. Hup Huat yearns to penetrate the organic market and also venture its business overseas.

Capability Development Grant (CDG)

The Hup Huat Noodle’s re-branding project is made possible through IPOS and Spring Singapore under the CDG initiative, which aims to help companies build brands and increase their brand awareness.


Hup Huat’s logo was outdated and it did not have uniformed packaging for its line of products. Also, with decades of experience in the market, it had not managed to leverage on its rich heritage to penetrate the market as a leading noodle brand.

It needs to revamp its entire brand identity together with its packaging.


To be able to enter international markets, Hup Huat needed a brand image that looks more modernised and relatable. All packagings are given a new facelift and the new organic series are introduced as well.

The idea is to emphasise on Hup Huat’s unique selling point and retain more customers.

  • Brand Consultancy
  • Brand Identity Development
  • Brand System and Corporate Grid Guidelines
  • Brand Communications
  • Environmental Design
  • Packaging Design
  • Press and Magazine Advertising
  • Digital Branding

Hup Huat has gone through a major overhaul to revamp its entire brand identity and image. The new brand image looks a notch better than its previous outdated look. There is better alignment of products with improved packaging designs that look modern and new, while retaining the nostalgic factor of the business.

18 Boon Lay Way #10-102 Tradehub 21
Singapore 609966

+65 6227 7227

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