Visiting supermarkets in far away places is at least as much fun as going to local art galleries, even if the display values aren’t always up to the same standards. Nowhere is this more true than the noodle aisles in Vietnam, where there must be 100 brands of assorted styles of this staple food, taking up 20 metres of shelf space. Standing out amongst this visual cacophony is a big ask, but here the art of the cartoonist achieves it effortlessly.

Leaving half the pack free of colour provides instant impact, and also a blank canvas for expressing the brand personality. In this case I would expect a bit of a rebellious attitude and maybe even a spicy kick, but I’m not s