Designing transparent authenticity.
It was important to create a packaging design that mirrored the simplicity of the recipes and one that would support the naturalness of the products. Our design is clean and uncluttered to both support the product message and also achieve stand out on shelf. This was a huge step for Knorr but by giving the brand identity space on pack we were able to maintain strong recognition. Our choice of illustration style further supports the simple naturalness of the products — it’s wholesome yet vibrant, modest and beautiful. Taking inspiration from the chilled juice category, we used a shrink sleeve to amplify freshness cues — using the language of another category in both format and printing techniques to innovate and inspire change within a traditional one. The smart integration of the illustrations with the transparent windows brings a new level of authenticity to the products, used on both front and back of pack. The new range design is bold, iconic and beautiful — allowing the brand to surprise and delight consumers with new easy to use and convenient meal solutions.