On Pack Claims

Our research shows that positively-framed claims and an upbeat tone of voice build brand trust and that - when space permits - using specifics to tell a story better engages our customers.

Our purpose is highlighted on pack by OUR PROMISE and have created a simple, flexible system for using it.

Our on pack claims follow these rules:

• keep things simple and easy for to consumers to decode

• aim for one ‘killer’ RTB – do not have long lists

• there should only be 1-2 messages on front of pack, 3 maximum

• be short and sweet – never overcrowd the pack 

• bring a ‘human’ and approachable tone

Below illustrates what our claims should focus on...

DEVICE & CLAIMS

Our claims highlight benefits to the consumer in the most concise way possible. Our Promise should always be the lead message, appearing above other claims.
On front of pack Our Promise always sits in the post-it note styled device, for clear stand out and a familiar navigational device for consumers.

We have an assortment of claim icons to choose from that can be used for relevant messaging. The styling of these is fixed and should not be changed.

WATCH OUT

• never more than 3 claims per pack

• all text and icons should be in the Claim Dark Green (CMYK 91/0/100/75)

POSITION OF OUR PROMISE

The Our Promise post-it device is always positioned directly below the variant text, slightly overlapping the colour band.

The text and icons in the device should align to the left of the the Knorr wordmark ‘K’ base.

DEVICE & CLAIMS

On the back of pack we are able to expand on our claims. We do this in the form of our ‘Good for you, Good for the planet’ statement, alongside icons that highlight the specific qualities of the product, which are either beneficial for our bodies or for the environment.

WATCH OUT

• never more than 3 claims per pack

• all text and icons should be in the Claim Dark Green (CMYK 91/0/100/75)

• text and icons appear directly on the background, without a post-it device

POSITION OF OUR PROMISE

The Our Promise claims should be positioned to the top right on the back of pack, featuring our ‘Good for you, Good for the planet’ statement. This sits under Our Promise and above a series of no more than 3 claim icons.

CLAIM FLASHES

Our flashes help communicate to the consumer that a product is new or has a specific callout relevant to a particular market. Flashes should be applied in the top right hand corner of pack, or if this not feasible, it should be places where it does not interfere with the rest of the pack elements.

FUTURE 50 FOOD CLAIMS

Future 50 Foods is a global entity. Logo elements must not be translated or altered across markets.

When used on pack the F50F logo is contained within a fixed tab device (that cannot change). This should be placed on the top right of pack but always be secondary in size to the Knorr brandmark.

RECYCLING CLAIMS

Our recycling claims should be shown on pack, whenever they are relevant and space allows, to drive awareness about our Sustainable goals and as an encouragement to consumers.

Ideally, claims should be placed where they do not interfere or distract from key design assets and brand equities, preferably towards the bottom of the pack.