Knorr Rebranding
Understanding Package Design

As part of a school assignment, we were asked to identify a product from everyday life whose packaging could benefit from a redesign. I chose the Knorr packaging, as I believe its current design feels outdated when compared to contemporary design trends. A refreshed visual identity could enhance its appeal, particularly among younger consumers, while maintaining the brand’s recognizability and heritage. In addition, I believe the conventional approach of featuring a straightforward image of the food accompanied by basic text has become repetitive and uninspired in packaging design. This stereotypical style often lacks creativity and emotional engagement. I think it's time to challenge this norm by introducing more playful, abstract, or conceptual visuals that can evoke curiosity and stand out on the shelf. Such approaches can make the product more visually striking and reflective of modern design sensibilities.

I explored several concepts for this redesign, but the idea that resonated with me the most was rooted in a very organic and sensory-driven approach using colours and shapes (abstract take). I asked myself: why not visually represent the product using the product itself? No need of imagery. My concept was to cover the packaging in a grid-like pattern of chicken cubes (stylized to resemble the actual product). To make this visually engaging and dynamic, I varied the tones slightly between the cubes, using warmer and cooler shades of brown to create subtle contrast and texture.

As to one Knorr customer, I believe that the visual association with the product can evoke a sense of taste with the help of it's colour. The familiar colors and appearance of the chicken cubes can trigger a sensory connection, reinforcing the idea that packaging should not only be seen but also felt sensorially. In this case, it's about connecting sight with taste, creating a visual flavor experience.