Knorr Brand Vision
The world of food is changing more rapidly than it ever has before.
Consumer lifestyles are evolving, local players are emerging as dominant competitors, and we are operating within an unsustainable global food system. As the world’s biggest food brand, Knorr is uniquely poised to tackle the challenges that lay ahead and drive meaningful change at scale.
To do so, we must become a more progressive and purposeful brand, which is why we are embarking on the biggest brand restage in Knorr’s 180-year history. Pivotal to this restage is ensuring that consumers view Knorr as a more modern, natural brand while retaining core equities that have made us beloved to millions of consumers since 1838. Packaging is the first emotional touch point that consumers experience with our products, and in a world of constrained resources, packaging must be relied upon as our #1 communication asset.
To this end, we have been on a journey over the past 12 months to evolve our Brand Visual Identity & Packaging Guidelines. This first edition of the guidelines is designed to inspire and guide our packaging design agencies and marketers as the new Visual Identity is implemented across all regions in 2019 & 2020.
Central to the brief was developing a kit of parts which is equally iconic and ownable, yet flexible. Through this kit of parts, we will both modernize our current core and liberate the brand to play in more transformational segments, channels and 3D packaging formats.
We believe this new Visual Identity stretches our designs to more strongly deliver appeal, timelessness, naturalness, transparency and authenticity whilst also allowing us to own key iconic equities for the Knorr brand.
We look forward to collaborating on this exciting next stage of our brand journey together as one Knorr Brand Community.
April Redmond
Global VP, Knorr
OUR VISION FOR
THE FUTURE
Our new visual identity has marked the beginning of an exciting journey to create a New Knorr, to become a brand that is even more full of flavour and more than ready for whatever a world of Food 2.0 has in store.
Magnetic, exciting and transformational, our new BVI addresses our need to step into the future with positivity, while always protecting our core principles.
We must always remember to face forward, because the culinary landscape and consumer’s tastes will continue to change at a frenetic pace.
We will do so by addressing
3 key strategic shifts...
Functional
Benefits
Brand
Discriminator
Brand
Personality
Emotional
Benefits
Product
Truth
The people
we serve
Roots
Human
truth
Functional
Benefits
Brand
Discriminator
Brand
Personality
Emotional
Benefits
Product
Truth
The people
we serve
Roots
Human
truth
WHY WE'RE EVOLVING
Uniting under one Masterbrand and visual design system, with set principles, we have increased consistency across the global portfolio while retaining strong local relevance and consumer sentiment.
Food 2.0 and the need for change
Big Food has come under increasing pressure from consumers, retailers and food groups to embrace transparency and healthier approaches.
Niche, challenger brands have already begun to answer consumer calls for authenticity. With compelling provenance and origin stories, these new brands pose a real threat.
As a result, there is a need for established brands to rediscover their purpose, tap into their authenticity stories and remind consumers of their natural credentials.
What does this mean for Knorr?
Our new BVI is a significant step change and gives us greater flexibility and relevance in the new Food 2.0 world, enabling us to remain a relevant, progressive and purposeful brand on shelf.
Brand experience on shelf
When briefing new packaging design projects, always consider how a specific pack will show up in the broader Knorr shelf and ensure that it supports the overall objectives of the new global design system.
Our new system has been created with the in-store experience in mind. Consumer testing has proven that it achieves parity on key shelf metrics (visibility, findability and purchase intent).
We have also factored in the key distances for the consumer’s shelf approach:
5 meters
Owning more green than ever to create an impactful shelf block
3 meters
Enhanced navigation through pack structure, colour and positioning of assets.
1 meters
Findability is maintained through clarity and legibility and the transfer of recognisable equities.
DESIGN SYSTEM TIERING
Our established Core portfolio framework reinforces our brand equities with a simple navigation structure.
By building out from our Core, we can flex and continue to innovate and improve our offer, ensuring we truly are a ‘future forward’ brand.
CORE
The majority of our product portfolio sits in this tier – including existing everyday products and those that sit at the heart of our product offering.
THE CORE DESIGN SYSTEM IS THE FOCUS OF THIS STYLE GUIDE.
FUTURE CORE
For products where we look to stretch and be more progressive in our existing product space.
INNOVATION
This is where we push our brand into new territories, looking to attract new consumers with new products in opportunity spaces.
