Founded in 1838 as a pioneer in the production of dried soups, Knorr grew to become the planet’s biggest food brand, with annual sales exceeding US$ 3bn. However, the world of food is changing more rapidly than ever before. Local, authentic challenger brands are emerging around the world to meet new habits and trends. Consumer lifestyles are evolving, with huge impact on what people eat, how they cook, and where they shop for food. In this context Knorr gradually became perceived as generic, processed and dated.
Read moreThe increasing threat from challenger brands offering strong provenance and compelling origin stories has prompted the biggest transformation in Knorr’s history. By championing flavour and culinary diversity we will become a more purposeful and progressive brand fit for a ‘Food 2.0’ world.
Born out of Knorr’s heritage and evolving known brand equities, the new design system helps to signal change and shift perceptions globally. It informs how the Knorr brand shows up in the world – from advertising to packaging, digital and pop-up shops.
This was a multidisciplinary effort across JKR’s teams. My involvement was focused on the brand evolution and expression streams of work, as well as co-leading the client engagement.
Creative Directors:
Dan Vasconcelos, Della Lawrence
Design Director: Russell Pearce
3D Design Director: Jay Hussein
Designers: Melissa Ryan,
Vicky Brown, Mario Pimenta
Strategy Director: Uttara Masting