Our Brand Equities

These brand equities are critical to the presence and reinforcement of everything our brand stands for. That is why they are the five non-negotiable aspects that must come across in absolutely every packaging design workstream that we undertake.

We are all about taste, but everything we do should reinforce the NATURALNESS of our great products – through our photography, the choice of beautiful and fresh ingredients and the use of Our Promise claims.

From the colours we use, the colour saturation of the images, the way we depict our cameos of ingredients, clean typefaces – we always look for the best combination of elements that will act as effective triggers for natural that resonate with the consumer.

Our green leaf shape and script face are a combined in a powerful and distinctive equity that plays a vital role on pack. The logo should always take pride of place on packing and lead in the hierarchy of front of pack messages. The logo also reinforces our ownership of the colour green.

Knorr owns green as a truly distinctive brand colour. It reinforces our natural credentials, brings freshness and supports the realness and non-artificial way that we make our products.

Green is alive and vibrant and our selection of greens - we have a number of proven shades that work across our core portfolio - ensure that we create consistency and allow navigation between all of our product pillars.

We need to build great visual stories about the deliciousness of our products and the meals that they help to create.

Realness and naturalness can be dialled up in photography, along with generosity, warmth and aroma, through use of steam. Lovely foody imagery can add the reassurance of vibrancy and freshness, through uncooked ingredients. Supporting props can highlight a human touch, relatable serving utensils that help to make the dish or meal presentation less static and emphasis the moment of consumption.
All of these things work together to make our representations of food truly yummy and enticing.

OUR PROMISE communicates our purpose on pack - to champion better ways to cook and eat for a more sustainable future.
We champion this through our product truth, to create authentic flavours made from natural and nutritious ingredients which are grown sustainably and produced responsibly.

We call this OUR PROMISE – and we have a simple, flexible messaging system that features on both front and back of pack and allows us to give consumers a focus for what truly differentiates the specific product and reinforces its authenticity and quality.