.

Responsibilities
• Strategic & design lead for packaging design
• Imagery style & photo shoot
• Guideline development
• Supervision of implementation agencies

Background
The UFS KNORR portfolio consists of three pillars:
• ESSENTIAL - An extensive range of standard savory products with widespread applications that help operators cook more efficiently.
• CONTEMPORARY - A wide range of savory products with natural attributes that enable chefs to create menu variations.
• PROFESSIONAL - The expert range for skilled chefs. Expert ingredients of the highest culinary standards mirroring each chef's philosophy.
Each of them is covered by a comprehensive guideline.
All ranges have to be adjusted to the new KNORR brand key, which includes over 3000 SKUs.

Challenge
A new design for KNORR Essential and Contemporary pillar has to be developed to enhance and sharpen the differentiation between them.
Further on the messaging hierarchy on pack has to be reviewed and optimized to be in line with the brand communication idea. The design has to work with mono-lingual, bi-lingual, multi-lingual and non-latin alphabet implementation layouts.

Solution
The main focus was to express what the two ranges are about and tackle the differentiation effectively. The design of the ESSENTIAL range has been simplified by only using the variety icon as an image. In comparison to that the CONTEMPORARY range focuses on the menu variations that are created in the kitchen environment. This is amplified by the high quality images of the menu variations created.
Each range comes with an extensive packaging design guideline that contains all design steps in detail to ensure a smooth and successful implementation globally.

*Project during my time at INTERBRAND