MuscleMie
MuscleMie is what happens when your favourite childhood noodles hit the gym. High in protein, packed with flavour, and unapologetically nostalgic, this isn’t another clean-eating, sad snack brand. It’s comfort food reimagined for a new generation of gym-goers and macro counters. MuscleMie delivers a big hit of nostalgia with every bite, minus the guilt, plus the gains.
Client
MuscleMie
Year
2025
The Brief
MuscleMie set out to disrupt the instant noodle aisle with something totally new, fitness-friendly comfort food that didn’t feel sterile or generic. The challenge was to build a brand that balanced boldness with warmth. It needed to speak to a health-conscious audience while keeping things fun, authentic, and proudly indulgent.
The Work
We built a brand that’s as punchy as its protein content. The logo features a flexing noodle bowl, setting the tone from the first glance. We leaned into a nostalgic-but-fresh look, pairing warm yellows and beiges with expressive typography inspired by classic Japanese noodle packaging. The visual language is playful but never childish, with clean layouts and custom patterns that mimic noodle chains, wrapping everything in personality.
The voice is motivational and human. Think: gym buddy meets hype squad. From packaging to social content, every touchpoint encourages customers to enjoy their food, stay on track, and laugh along the way. It’s not about guilt. It’s about flavour, fuel, and fun.
