Background
The UFS KNORR portfolio consists of three pillars:
PROFESSIONAL
The expert range for skilled chefs.
Expert ingredients of the highest
culinary standards mirroring each
chef's philosophy.
CONTEMPORARY
A wide range of savory products
with natural attributes that enable chefs to create menu variations.
ESSENTIAL
An extensive range of standard
savory products with widespread
applications that help operators
cook more efficiently.
Each of them is covered by a comprehensive guideline.
All ranges have to be adjusted to the new KNORR brand key developed in 2012, which includes over 3000 SKUs.

Challenge
A new design for all three pillars 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- and multi-lingual layouts.

Solution
The goal was to aim for a branding solution to gain the sympathy of the customers rather than just surprising them. From the survey we found out that the main touch point of the brand

Responsibilities
• Strategic Packaging Design
• Imagery Style & Photo shoot
• Guideline development
• Supervision of implementation agencies