Packaging In Practice

Demonstrating how our design assets come together across different ranges and formats.

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To help guide how to adapt design for packaging, we have constructed some point-by-point tips on how to use our assets and their recommended role and position on pack.

We have already stressed the importance of our equities, and this section will show you how these combine with backgrounds, typography and varianting to create the whole pack.

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to explore how Knorr packaging is constructed

Our backgrounds, with wood grain, create the foundation for the pack and establish a fresh, natural base.
Our logo always sits in the top left of pack, as the consistent brand identifier across the Core portfolio. This reinforces the brand and provides consistency and ease of brand recognition.
The variant band always holds the product and/or range name, serving as the key navigational element between different SKUs. The panel stretches across the pack width, underlapping the logo base to aide stand-out of the brandmark.
The hero shot of the dish, showing the finished, cooked product, always sits on the right half of the pack, cropping off the pack edge, which allows it to be large and prominent on the pack.
A cluster of fresh, uncooked ingredients always appear to the left of the dish shot, loosely scattered across the background, or grouped depending on available space. These capture the product’s key ingredients.
Our Promise, showing up to three key product claims always sits on the left under the variant text slightly overlapping the band.
Background
Logo
Variant Band
Product Dish
Ingredients
Claims

Knorr packet background with the logo in the top left — Our backgrounds, with wood grain, create the foundation for the pack and establish a fresh, natural base.
Our logo always sits in the top left of pack, as the consistent brand identifier across the Core portfolio. This reinforces the brand and provides consistency and ease of brand recognition.
The variant band always holds the product and/or range name, serving as the key navigational element between different SKUs. The panel stretches across the pack width, underlapping the logo base to aide stand-out of the brandmark.
The hero shot of the dish, showing the finished, cooked product, always sits on the right half of the pack, cropping off the pack edge, which allows it to be large and prominent on the pack.
A cluster of fresh, uncooked ingredients always appear to the left of the dish shot, loosely scattered across the background, or grouped depending on available space. These capture the product’s key ingredients.
Our Promise, showing up to three key product claims always sits on the left under the variant text slightly overlapping the band.
Background
Logo
Variant Band
Product Dish
Ingredients
Claims

Front of pack

Text alignment

Wherever possible, on all Core products, the variant and claims text should align to the left of the base of the ‘K’ of the Knorr brandmark. This ensures consistency across products and effective use of the space on pack.

Variant band position

The band height should ideally sit below the baseline of the Knorr wordmark. It should never rise above the baseline or drop below the leaf brandmark.
This allows for familiar placement on pack to reinforce clear navigation.

Example of the band position on Knorr packaging

Best in Class

The packs below demonstrate some examples of how the pack structures come to life. They show how the layout can vary to allow for changes in format, as well as range and product type.

Best in Class artwork examples

Last updated 23rd September 2020

Back of Pack

The back of pack shows the preparation of the meal, featuring a napkin, recipe book and ingredients rather than the final dish shown on front of pack.
These elements can be used as a kit of parts to build your back of pack in a way that achieves global consistency and local relevance. Below we’ve outlined the flexibility of these elements.

Variation 1

This is our primary back of pack layout using ingredients photography.

An example of the back of packet of Knorr sauce

Variation 2

This second version of the back of pack layout doesn’t use ingredients photography.

An exmample of the back of Knorr packaging

Small Format

Not all packs have space for our back of pack elements. On smaller formats, where space is limited, the ingredients story and authentic key product claim can potentially be removed or repositioned on the side of pack.
For greater layout flexibility, a colour band can be introduced to hold the Our Promise.

Packaging In Practice

SCROLL

to explore how Knorr packaging is constructed

1Background

2Logo

3Variant Band

4Product Dish

5Ingredients

6Claims