Food Packaging

Maggi Würze HOT

The challenge of this packaging design was to convincingly promote the product by advertising it as “a fiery seasoning sauce in a hot new guise”. It needed to reflect the spirit of the times while still exuding the charm of a classic traditional brand. In terms of implementation, the “hot look” results from the harmonious combination of fiery colours and “hot” symbols. A bright red and an intense yellow, which so fittingly reflect the Maggi brand logo, stand out against a black background. Flames spreading across the entire packaging and scattered chilli peppers aim to immediately let the viewer know what to expect.

Red Dot

Credits

Client:

Maggi Deutschland GmbH, Frankfurt/Main, Germany
Design:

Berndt+Partner Creality GmbH, Berlin, Germany
Project Team:

Maggi GmbH: Natalie Coupland (Brand Manager) Wibke Feldmann (Senior Brand Manager)

Berndt+Partner Creality GmbH: Laura Schmale (Creative Direction) Marisa Francisco (Graphic Design) Tania Brown (Pre-Press) Florian Hermann (Project Management)