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Knorr

Stocked Up.

We were challenged to attract a younger Millennial audience to the stock category in a foodie and inspiring way.

WHAT WE DID

Strategy.
Positioning.
Packaging.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
Dynamic content image from a design case study

We were asked by the Knorr global team to shake up the stock market by looking at the positioning and re-design of Knorr stock pots. Our challenge was to create an identity that had more appeal to a younger, Millennial audience. These highly visual, foody, taste chasers want to create experiences with their dishes by customising their food to create exciting, tasty, wholesome eating occasions. Millennials expect the full package… including the packaging.

Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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As an absolute British family staple the Knorr stockpots have a special place in consumers hearts, so we worked hard to hero the brand equities while giving overall packaging a design re-fresh. By injecting some taste appeal into the design through scrumptious food photography, the packaging works harder in the retail environment and pulls on Millennial’s curiosity for cooking. The use of bright rich colours as part of the design lock-up adds a flavour punch to the design and also helps consumers shop the variety of great flavours available within the range.

We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

Dynamic content image from a design case study
Dynamic content image from a design case study

An exciting, foodie and inspiring design solution to tempt Millennial shoppers into the category.

All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study

"Creative, resilient and most importantly, fast! Working in a fast pace, everchanging industry, you need an agency by your side that can understand and cope with it all to help you reach that brilliant, winning idea!

A FUN AND HARD WORKING TEAM THAT YOU DEFINITELY WANT IN YOUR CORNER!"

Andreea-Mihaela Ichim, Brand Manager, Unilever

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Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

Dig deeper into this project with
Kim
.
Kim Van Elkan
kim@our-creative.com07900 430870