BRAZIL – In a shift away from its previous, more traditional packaging design, Unilever's Knorr Bouillon Limited Edition now features a bolder, more modern graphic design that still manages to retain the essence of the product image.
To break away from the traditional designs of solid colors, Brazilian design agency Casa Rex added a twist to how bouillon packaging designs are usually depicted by adding the image of the variant's dish to the packaging background, in the process creating a strong and contemporary image.
The new packaging design places the forks on the lateral areas of the packs while the information about the products are depicted on the cloche, which was created through a hand-drawn illustration.
"We believe that it is possible to follow all the pre-established requirements of a very traditional product like Bouillon - the appetite appeal, the brand guidelines, etc - without having to end up with the same result every time," says Gustavo Piqueira, head of Casa Rex and creative director of the project.
The new Knorr Bouillon Limited Edition - available in two flavors: the "Home-made Chicken" and the "Fillet Mignon with Herbs" - is currently retailing in Brazil's leading supermarkets.
About Casa Rex
Casa Rex is a design consultancy with branches in Sao Paulo and London, working on a range of global projects for consumer brands at the same time as free experimentation with ideas.