project summary
For Unilever’s fleet of semi-truck trailers, eight units required unique, eye-catching designs, with two of them dedicated to Hellmann’s and Knorr.
The goal was to adapt and extend existing campaign visuals to these large-scale formats, ensuring brand consistency while maximizing impact on the road. This project required a strategic use of existing assets to align with Unilever’s brand guidelines while creating visually striking designs that would stand out in transit.
CATEGORY
Graphic Design
,
Branding
Year
2024
Hellmann's
For Hellmann’s, the design required a unique approach. As a mayonnaise brand, the visual representation needed to avoid the risk of appearing overly processed or unappetizing, which can be a challenge with condiment photography. Consumer insights revealed that illustrations were much more effective in creating a fresh, appealing, and fun image, as they helped to avoid the “plastic” look that can occur with product shots. This illustrative style allows for greater creative freedom, enhancing the sense of freshness and quality while maintaining a friendly and inviting aesthetic, ensuring Hellmann’s stands out in the market both visually and conceptually.
knorr
In contrast, Knorr's design focused on highlighting the emotional and personal connection people have with cooking. Extensive research and decision-making science played a key role in shaping this creative direction. Studies have shown that consumers are more likely to engage with a brand when they can relate to the human aspect behind it. Therefore, the choice was made to use high-quality, evocative photography that captures the essence of cooking with fresh, hands-on ingredients and a warm kitchen atmosphere. This imagery communicates that Knorr products are an essential part of an authentic cooking experience, making meal preparation both accessible and rewarding.
While it may seem unconventional to sprinkle a bouillon cube over a bowl of spaghetti bolognese, the client insisted on this approach as it is their hero dish. Our original proposal was to create a fresh top-view image showcasing a summering bolognese sauce. However, due to time and budget constraints, this idea was ultimately not realized.
