Design Adaptation of Knorr Soups’ New Range for Russian Market  

Yasno. branding agency has adapted and fine-tuned the packaging design for the new range of Knorr soups. This well-known brand produces a wide range of seasonings for hot meals, universal and specialized seasonings and soups-in-cups. In 2020, Knorr launched a new product range for our market, consisting of five vegetable-and-cereals soups: vegetable, tomato, pumpkin, mushroom and beet.

Our task was to adapt and fine-tune the concept of soup packaging design for the domestic market, taking into account the peculiarities of Russian consumers.

The adapted design fully reflects the naturalness of the product thanks to hand-made fonts, illustrations and craft packaging, which indicates the naturalness of the product.

All five types of packaging have a transparent die-cut window where the product is visible, which increases consumer confidence. The team took into account the importance of placing complete information about the product on the front and back sides of the package. We used the infographics that shows the number of servings, the soup’s cooking time and its composition. The use of this feature of modern packaging is due to the fact that people do not have enough time for a long search for information about the product on the shelf – the consumer wants to get all the information at once in an understandable form.

Symbolic images of ingredients on the packaging help identify the taste of a soup. For us, the most time-consuming process was the new packaging design of the vegetable soup that consists of several main ingredients, each of which we had to depict on the front side so that the design of the soup packet would be in line with the entire range.

We used hand-made fonts and illustrations to enhance the friendliness of the design and strengthen its emotional connection with the customer. 

As a result, the adapted design of the new Knorr soup range is quite clear for Russian consumers, emphasizing the new product’s tastes.

Svetlana Atueva, Senior Brand Manager Unilever: 

"Vegetable-and-cereals soups are an altogether new format for Knorr brand in Russia. This is not only a new product, but also a new eco-friendly packaging, a cardboard box. The designs of dry soups differ significantly from our current range. It was important to convey the naturalness of the product, give the necessary information for the Russian consumer on the front side, and to be differentiated from the competition. I am sure, we did a great job with Yasno. branding agency, and consumers will appreciate our new product.”