Anthem – Amsterdam & Brussels

We believe in the power of design to forge connections, solve complex problems and provide innovative solutions. With smart thinking and enticing creative we help maintain, elevate and transform brands through design.

Amsterdam, Netherlands
Staff: 20
Packaging Design
Design Strategy
Brand Strategy
Design for Innovation
Structural Packaging Design
Brand Activation
brand design
Identity design
Concept design

and 2 more

Barry Callebaut
Princes Group
Blue Wonder

and 17 more

Sector Experience

Food & Beverage
Personal care
Home care
Private Label

Designing transparent authenticity for Knorr - Pentaward Silver Winner

by Arthur Brandenburg

Packaging design for Unilever's Knorr - a new range of 100% natural soups. The range includes four variants (Tomato, Pumpkin, Vegetable and Zucchini) and has been launched across France, Spain, Italy, Belgium, Germany, Austria and Switzerland.

Knorr’s mission was to disrupt the swathe of uniformity in the European supermarket aisle with a new range of 100% natural ambient soups using simple ingredients to be packaged in glass bottles. Despite the more premium price point, the new range design needed to be family friendly. Brand recognition needed to remain strong and range navigation easy. Moving into glass bottles would also allow the brand to contribute to Unilever’s sustainability mission and have new conversations with existing and new consumers around ‘healthy you, healthy planet’.

It was important to create a packaging design that mirrored the simplicity of the recipes and one that would support the naturalness of the products. Anthem’s design is clean and uncluttered to both support the product message and also achieve stand out on shelf. This was a huge step for Knorr but by giving the brand identity space on pack Anthem were able to maintain strong recognition. The choice of illustration style further supports the simple naturalness of the products – it’s wholesome yet vibrant, modest and beautiful.

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.

Anthem's packaging design for Unilever’s Knorr was awarded Silver in the 2019 Pentawards Competition.

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


Packaging Design