Bluemarlin Helps Nestlé’s MAGGI Break New Ground
Nestlé Australia saw that smaller households, typically younger couples without children, presented an untouched demographic for the historically family-orientated Maggi brand. The Just for 2 range are recipe bases especially created to give this group a delicious reason to reappraise the brand.
The design was guided by the big idea, ‘Delicious dishes, job done!’ Aspirational food photography optimises appetite appeal whilst a refresh of the brand’s colour palette contributes to the overall modern aesthetic. Maggi’s signature yellow has been brightened; an illuminating white sunburst brings energy to the pack, and silver swirls highlight convenience and freshness. Quirky, offset typography adds a sense of informality to on-pack communications, reminding consumers of the ease and fun of cooking with Maggi products.