Democratising and elevating a modest product.
Breaking free from category conventions, we helped Unilever’s Knorr to democratise and elevate the modest wrap - making the products more accessible and more relevant for broader occasion use. Celebrating the natural colours of the vegetables which dominate the design, the white surrounds of the illustrations are used to make them ‘pop’ and reinforce the immediacy of the differentiation. The use of the classic farmers market wooden cart as a flexible holding device across the range brings a degree of charm, honesty and authenticity to the products. Wrapping the design elements, including the variant name and brand logo, inside the transparent circle which showcases the product helps unify the design assets on pack and gives cohesive strength to the communication.