UK-based consumer goods company Unilever has selected creative agency Anthem to design packaging for its new range of ambient Knorr soups.
With this new range, the company is aiming to deliver 100% natural ambient soups using simple ingredients to be packaged in glass bottles. The switching of Knorr soup into glass packaging will mark the Unilever’s sustainability mission.
Consisting of four variants – tomato, pumpkin, vegetable and courgette – the line has been launched in France, Spain, Italy, Belgium, Germany, Austria and Switzerland.
Anthem strove to create a design that mirrors the simplicity of the recipes and supports the naturalness of the products. It describes the packaging as “clean and uncluttered”, to both support the product message and also achieve stand out on shelf.
Taking inspiration from the chilled juice category, the agency used a shrink sleeve to amplify freshness cues. Meanwhile, the integration of illustrations with transparent windows looks to bring a new level of authenticity to the products.
“Working with Anthem helped us tap into new ways of thinking and approaching design – what it means and how it’s perceived by consumers, said Marie Leroy, Knorr Soups brand manager at Unilever.
“We wanted to really revolutionise the way Knorr communicates on pack without losing recognition, focused on communicating naturalness and freshness which consumers are really searching for. The new designs hit all our objectives – achieving fantastic stand out, especially in France,” she added.
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