Knorr – From the garden directly into the pack

Derrick Lin


Design: Yasno.Branding agency
Art Direction: Dmitry Izotov
Account Management: Daria Makurina
Designs: Ekaterina Voronina, Natalya Romashkova, Nikolay Piskurev
Technical Design: Rodion Dyomochkin
Project Type: Produced
Client: Knorr
Location: Moscow, Russia
Packaging Contents: Snacks
Packaging Substrate / Materials: Plastic

Knorr is a world-famous brand in the seasoning category. In May 2019, Knorr decided to expand its product portfolio and, responding to the demands of the growing vegetable snacks market, released an atypical product – Crispy vegetable snacks from beets, carrots and turnips.

To develop a new product packaging design. It was necessary to communicate that the product is natural, healthy and eco-friendly.

To generate an impression of lightness and naturalness, the creative team decided to use watercolor graphics. The handwritten font used in the claims conveys friendliness and tells about the product’s useful properties.

What’s Unique?
A simple graphic image of the tractor helps convey a clear communication: “From the garden directly into the pack.” This image renders the message that it is the Russian supplier that plants seeds, grows, collects, cooks and packs the vegetables that are used for the snacks.