Design

Jan 10, 2020

Spice appeal for the younger generation

A "completely new product experience with fast illustrations, a clear colour concept with a striking brand positioning and a cheeky, narrative text concept" for spice packaging.
By:
Elisabeth Skoda

Courageous, creative, effective and attention-grabbing – according to Christoph Waldau, CEO of the Berlin agency B+P Creality, these are the most praised characteristics of the Maggi Würzquickie brand and packaging design. "Nestlé wants to address a younger target group with its new and innovative product line of Maggi Würzquickies. It was a great honour for us and the Maggi team to develop an eye-catching, imaginative and functional design. Therefore, we are particularly pleased that the work is not only appreciated by the customer, but has now also been awarded two of probably the most important design awards".

Design agency Berndt+Partner Creality, has won the Red Dot Award as well as the German Design Award for its brand and packaging design of the new Maggi Würzquickies. The package is also nominated for the German Innovation Award and the German Brand Award.

Each of the four Würzquickie varieties is represented by an individual character. The Berlin-based company aims to create a completely new product experience with fast illustrations, a clear colour concept with a striking brand positioning and a cheeky, narrative text concept and underlines Maggi's claim to contemporary spice mix expertise. "The result is the joint success of B+P Creality and Nestlé. Strategy, naming and design were developed together in the best teamwork," emphasizes Waldau.

The folding boxboard conveys a natural, rough feel on the outside, while the glossy, coated and full-surface design as well as the printed inside ensure the aha moment when opening. Christoph Waldau is delighted: "There's no better way to unpack and read packaging information than by reading it. The viewing window punched into the back also enables consumers to make eye contact with the practical glass spice shaker at first glance.

"We have been developing holistic packaging since 1992. Under our roof we combine not only design and brand strategy, but also engineering. We were able to bring this combined expertise to Nestlé and the Maggi Würzquickies in an excellent way. The Red Dot Award and the German Design Award reflect this – and are not only a welcome recognition, but also a further motivation kick for current and future projects," says Christoph Waldau.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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