Unilever has enlisted creative agency Anthem to design packaging for its new range of ambient Knorr soups.
Consisting of four variants – tomato, pumpkin, vegetable and courgette – the line has been launched in France, Spain, Italy, Belgium, Germany, Austria and Switzerland.
Anthem said ambient soup supermarket aisles across mainland Europe are a “sea of sameness”. Knorr’s mission was to disrupt this uniformity with a new range of 100% natural ambient soups using simple ingredients to be packaged in glass bottles. Moving into glass packaging allows the brand to contribute to Unilever’s sustainability mission.
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.
Marie Leroy, Knorr Soups brand manager at Unilever, said: “Working with Anthem helped us tap into new ways of thinking and approaching design – what it means and how it’s perceived by consumers.
“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.”
In December, Anthem partnered with Unilever to design the packaging for its Unox brand’s new smoked ‘sausage’ – launched following four years of development.
© FoodBev Media Ltd 2024
