Hindustan Unilever Limited
Re-lighting the smoke for ‘Knorr Smoky Marinade Mix’ through Packaging and Key Visual Design
Expertise included
Research
Strategy
Retail Design
Brand Communication
Packaging Design
Key Visual Design
The Challenge
Knorr Smoky Marinade Mix is brand that is especially made for Professional Chefs. It ensures convenience and assures consistent quality taste every time for the chefs.
The task on our plate was to create a packaging that would easily connote the ‘Smoky’ unique flavour of marinade mix to the professional chefs. The challenge was to keep design clutter free, bold and minimalistic.
The Solution
We studied and observed the chef’s world to understand more on their plating and presentation. We realised top chefs keep the rawness intact with their plating. The feel isn’t clinical.
We started by adding a ‘touch of ease’ on the range unit. Taking inspiration from the Chef’s world, we started with a dark base, where end product looked classy and inspiring. We added a color coding strategy for easy identification of the range. A deep Green vertical unit on the left extended the Knorr visual signature & made product information easily accessible. Overall, the new pack looked extremely appetising and depicted smoke and flavour burst outrightly.
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