Taking inspiration from the chilled juice category, Anthem used a shrink sleeve to amplify freshness cues – using the language of another category in both format and printing techniques to innovate and inspire change within a traditional one. The smart integration of the illustrations with the transparent windows brings a new level of authenticity to the products, used on both front and back of pack.
“Working with Anthem helped us tap into new ways of thinking and approaching design – what it means and how it’s perceived by consumers. We wanted to really revolutionize the way Knorr communicates on pack without losing recognition, focused on communicating naturalness and freshness which consumers are really searching for. The new designs hit all our objectives – achieving fantastic stand-out, especially in France.” – Marie Leroy, Knorr Soups Brand Manager, Unilever.