We were challenged to attract a younger Millennial audience to the stock category in a foodie and inspiring way.
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.
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.
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.
what we did
An exciting, foodie and inspiring design solution to tempt Millennial shoppers into the category.
Putting the expert back into My Expert Midwife, our new suite of brand assets allows for a consistent yet flexible approach across every day social engagement and key campaigns. The personality packed approach, puts the brand values at the heart of all touchpoints, setting My Expert Midwife apart from their more traditional competitors.
As part of our ongoing brand partnership, we are responsible for the graphical execution for all MEM campaigns, ensuring a cohesive, targeted approach across all consumer online, social and paid media. Recent campaigns include ‘putting the u back into mum’ developed to raise the importance of self-care in motherhood, coinciding with the brands third anniversary.