The background

The Netherlands has one of the lowest vegetable intakes in Europe, with 38% of consumers eating less than one portion of veggies per day. To encourage Dutch consumers to eat more healthily, Knorr made its mission to extend its meal kit offering – known as ‘Knorr Wereldgerechten’ (world recipes) in the Netherlands – to the Dutch market.

Including dried ingredients and tasty recipes covering a range of cuisines, from Italian and Spanish, to Asian, Mexican and Greek, all that’s required to create a healthy meal is a Knorr meal kit and the fresh ingredients recommended on pack.

The brief

Unilever called upon Aire to adapt the design of its meal kits across 40+ SKUs for the Dutch market and we stepped right up to the plate!

The process

We began by exploring existing brand and variant colours, pack copy, iconography and design layouts, while at the same time, rigorously researching local market nuances and regional brand standards, which would need to be accommodated within the design process.

From here, Aire set to work on creating a design master, before rolling-out the creative across the entire meal kit portfolio.

From illustrations and food photography through to layout redesign, retouching, transcreation, artworking and digital colour management, Aire managed the entire design to print journey, from conception through to delivery, ensuring creative consistency at every step of the way.

The result

A large-scale brand refresh, localised and meticulously adapted for the Dutch market and designed for complete consistency and brand presence on-shelf.

“Aire displayed on-point communication skills, fast turn around and followed the brief with X-Acto knife precision. I would highly recommend Aire for other projects.” – Vincent Willemsen, Unilever

Need to adapt your packaging for new markets or regions? Explore our specialist adaptive design services, and book your Aire time today.