Our Product Pillars
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DAILY JOY
EVERYDAY INSPIRATION
for easy, rewarding and flavourful food
Our Core is all about how we all deserve food that is easy to prepare, satisfying to eat, and which sets in motion a positive change for the planet: the kind of flavourful food that isn’t a luxury, but an intrinsic part of our day-today life.
We communicate this through, warm and approachable packaging, full of realness and emphasising the sustainably sourced ingredients. This Daily Joy approach feels light-hearted, inspiring and personable.
THREE CORE SUB-PILLARS
A breakdown of Daily Joy
Across our three Core sub-pillars we have build consistencies to tie them together as a set, while allowing for price points tiering where necessary.
All three use one of our green wooden backgrounds, each chosen to feel fresh, natural and unique to Knorr. These backgrounds, along with choices of food styling and props pulleach of the pillars apart to help range navigation.
We’ve broken down the differences below.
Pillar 1
Value
For products positioned at lower price points.
Green Background
Light green wood grain
Product Dish
Large, simple serving dish,
no garnish,
cropped bottom right
Ingredients
Chopped ingredients,
left of dish
(whole ingredients can be
used for local nuance)
Utensils
Basic large serving utensil
Typography
Knorr green text
and brand typefaces
Pillar 2
Core
The majority of Knorr packs sit here. Where price tiering is needed, products can move into the other sub-pillars.
Green Background
Fresh green wood grain
Product Dish
Everyday white dish
with garnish,
cropped on the right
(adapt to local nuances)
Ingredients
Everyday ingredients,
bottom left of the dish
Utensils
Everyday, accessible
utensil, if required,
e.g. Soup ladle; sauce spoon
Typography
White type out of
variant band: for legibility
or standout issues,
choose darker text colours)
Pillar 3
Premium
For products positioned at a higher price point.
Green Background
Dark green wood grain
Product Dish
Darker colour dish
with garnish,
cropped bottom right
Ingredients
More premium,
adventurous ingredients,
bottom left and top
of the dish
Utensils
More premium utensil with
detail or embellishments
Typography
White type on
dark variant bands
Pillar exception
PILLAR 2: CORE WARM
Core Warm was created as an exception within the Core pillar. The example below was created for Italian soups, showing how Core Warm comes into practice – using an earthier, more rustic tone of green.
This adaptation of Core was an exception for one market and had to be approved by the global team. However, it demonstrates that if a need arises certain stretches can be made to accommodate the local market.
