BBQ BRILLIANCE

Listen

The HAJOK design team was commissioned to create a new packaging design for the Knorr range of 12 barbecue sauces. The brief was to really whet the appetite for barbecues at first glance. It was also important to maintain brand recognition, while appealing to new target groups without losing loyal customers – one of our favourite challenges!

Understand

The aim of the relaunch was to generate more on-shelf attention, with strong focus on the Knorr brand. Quick identification of the different sauce variants had to be done with ease. A real-life presentation of the ingredients as well as accentuating the dark blue colour were a must.

Create

The convincing new design is characterised by naturalness, appetite appeal and clarity. Delicious, authentic food shots are staged on a rustic wooden background. The large logo on the bottleneck and the dominant blue and green colours help make the range stand out on-shelf while creating strong brand identity. The modern typography is easy to read, even from a distance.

Facts & Figures

• Design relaunch of 12 Knorr BBQ sauces
• Strategic master design
• Packaging design food
• Design management
• Variant adaption
• Final artwork