The MAGGI team approached us to redesign their range of single sachet recipe bases, to align with a reconstruction of the product formulation. The brief was to create a fresh look and feel for the packaging in line with a new global brand direction, appealing to a younger, foodie-focussed shopper, without alienating existing consumers.
We felt that real, appetising and wholesome food was key to unlocking this, and underwent a photoshoot to achieve the rustic quality that it was lacking in the current packaging. We added props to make it feel as though these could be easily replicated in your own kitchen, and made the ingredient cameos a feature of the design to increase taste appeal.
The light wooden background helped to bring out the gorgeous natural colours in the food and modernised the look of the brand.
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“We are delighted with the result of modernising our packaging with Boxer & Co. They really understood the challenges facing the recipe mixes category and gave us some great insight into current food trends affecting consumer purchase, particularly among millennials, which gave us confidence we could achieve something really relevant in store.”
Brand Manager, MAGGI Modern Cooking AU & NZ