Global Chefmanship

We were asked to develop a global, future focused new visual identity for Knorr food service and deliver a solution to reappraise Knorr’s professional culinary status, reclaiming its chefmanship in the kitchen it serves.

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The challenge was to create a brand story to demonstrate that Knorr understood local markets, whilst delivering modern dining experiences. Our NVI had to inspire their guests with an appealing and innovative culinary menu, which had a global appeal, yet was underpinned by an authentic local twist.

Repositioning the brand as ‘Knorr Professional’, we emphasised the food service proposition and chef quality credentials. Creating a clear portfolio architecture, relevant to specific operator types, each pack design expressed the range architecture through a clear set of distinctive creative principles.

Our new global visual identity helped elevate the brand’s credibility, achieving the business ambition to be an authentic progressive brand. To date, the NVI has been delivered across Europe, Asia, Middle East, North America and South America (supported by a global packaging guideline).

Reappraising Knorr's professional culinary status by reclaiming its chefmanship