Some challenges take even us by surprise. When Tesco gave our client, Symington's, six weeks to create an exclusive own-brand noodle, we reached for the caffeine and vitamin pills. Symington's rustled up the noodles; we sorted out the branding and pack design.

From name to high-impact, fast-food look, Go! Noodles is entirely our concept. We took our cues from the research. Noodle eaters want something that shouts of easy-to-prepare spontaneity. And they want a pot that gives them credibility when snacking on the move.