the knorr brand book

we live food
 introduction
a passion for
food and flavour
Food fuels everything we
do. It binds communities
together and is at the heart
of family life.
But what is food without
flavour? It is diet of bland
consumption, passing your lips
with no effect, no stimulation
of the senses and no pleasure.
Flavour is what makes food
a pleasure, and at Knorr,
flavour is our passion.
‘Flavour is much more than
taste. Flavour incorporates
taste, but also smell. Taste
gives you the back-of-the
envelope sketch of what a
particular foodstuff is like:
flavour fills in the details.‘
The Flavour Thesaurus by Niki Segnit 2010
2
The flavours we experience The purpose of this book
today are a reflection of is to bring the Knorr brand
who we are and where we and vision to life. It’s not
are from. They are rooted a rulebook, but a creative
in history and culture, from statement of intent.
the fire and spice of South
America to the freshness of Join us on a journey to
the Mediterranean, to the explore Knorr’s world of
carefully crafted balance of flavour and why we live food.
sweet, savoury and sour
of Asia.
Knorr has been bringing
flavour to people’s lives
for over 175 years and
continues to do so today, Cathryn Sleight
with the same dedication Global SVP Knorr
and passion. We source
authentic, local ingredients
and create authentic
flavours and dishes for the
enjoyment of the people we
serve all over the world.
contents
CHAPTER 1
KNORR’S BRAND STORY
1.1 OUR STORY
1.2 BRAND LOVE KEY
1.3 OUR ROOTS
1.4 OUR PERSONALITY
1.5 THE PEOPLE WE SERVE
1.6 HUMAN TRUTH
1.7 PRODUCT TRUTH
1.8 FUNCTIONAL AND 3.1 OUR DESIGN IDEA
EMOTIONAL BENEFITS
1.9 BRAND DISCRIMINATOR
1.10 BRAND PURPOSE
1.11 OUR USLP AMBITION
1.12 OUR SOCIAL MISSION
3
CHAPTER 2 CHAPTER 4 CHAPTER 5
BRAND EXPRESSION DESIGN TOOLBOX supporting GUIDELINES
2.1 OUR BRAND 4.1 DESIGN GUIDELINES 5.1 DEMAND SPACE FRAMEWORK
COMMUNICATION IDEA 4.2 primary DESIGN LAYOUTS 5.2 DIGITAL PLAYBOOK &
2.2 OUR CREATIVE PRINCIPLES 4.3 LOGO MOBILE TOOLKITS
4.4 KEY VISUAL/PRINT 5.3 PACKAGING GUIDELINES
CHAPTER 3 4.5 FILM 5.4 IN-STORE GUIDELINES
OUR DESIGN EQUITIES 4.6 IN-STORE 5.5 MEAL INSPIRATION TOOLKIT
4.7 RECIPE CARD 5.6 SUSTAINABILITY TOOLKIT
4.8 PACKAGING
3.2 PHOTOGRAPHY 4.9 WEBSITE
3.3 TEXTURES AND MATERIALS 4.10 SOCIAL MEDIA
3.4 ENVIRONMENTS 4.11 INTERNAL COMMUNICATION/
3.5 AROMA POWERPOINT
3.6 COLOUR
3.7 LOGO
3.8 TYPOGRAPHY
3.9 PALETTE
chapter 1

knorr’s brand story

Who we are, what we do, how we think.
A look at our past and a vision of our future.
1.1 OUR STORY 1.9 BRAND DISCRIMINATOR
1.2 BRAND LOVE KEY 1.10 BRAND PURPOSE
1.3 OUR ROOTS 1.11 OUR USLP AMBITION
1.4 OUR PERSONALITY 1.12 OUR SOCIAL MISSION
1.5 THE PEOPLE WE SERVE
1.6 HUMAN TRUTH
1.7 PRODUCT TRUTH
1.8 FUNCTIONAL AND
EMOTIONAL BENEFITS

4
 1.1 Our story
carl heinrich knorr
a man on a
mission
Over 175 years ago, Carl
Heinrich Knorr was a man
on a mission, to bring better
and more flavoursome food
to our tables.
He pioneered drying
techniques, enabling soup
mixes, vegetables and
bouillon to be prepared,
which were delicious,
nutritious and easy to use.
5
Word soon spread and so
did his products, firstly across
celebrating the wonderful
differences in food, dishes
Europe and then the rest of and flavours to be found
the world. Roald Amundsen around the world.
even took Knorr soup with
him to the South Pole, to
warm the coldest of days.
Knorr is now recognized as
one of the world’s biggest
food brands, continuing
our founder’s mission and
 Ambition for USLP
1.2 brand love key Partner farmers to source
100% of agricultural
materials sustainably,
because at Knorr we believe it
Brand makes a big difference to 
the taste of our products,
Brand
Discriminator the future of our planet, Personality
and the wellbeing
Only Knorr cares as much of thousands Authentic, generous,
about the food you cook for your of farmers inspirational, joyful
loved ones as you do, that‘s why we
go the extra mile to create great taste Archetype: Caregiver / Creator

Functional Benefits Emotional Benefits

● Guaranteed great taste ● Satisfaction that my
food expresses my
●  Made from natural best effort
ingredients
●  Sensory cooking PURPOSE ● I nspiration through
simple smart ideas
experience
(BRAND POV)
Bringing flavour
to people’s lives

The People We Serve

Cooking Embracers
Mainly mums who see food as
pleasure not fuel and for
whom their food is a
Product key part of their desire
to nurture and
Human
Truth please their Truth
Flavourful, sensory and loved ones The food I cook expresses
authentic. Made with natural, me and my love, so when I use a
nutritious and sustainably sourced shortcut it needs to be one I feel
ingredients good about

Each element within

Roots the Brand Love Key is
175 years of love of real food and expertise in local and international cuisine expanded upon in the
Created by our own real chefs by understanding how real women cook
6 Using authentic cooking processes pages that follow.
Green: a symbol of simplicity and naturalness
Simple Formats
 1.3 Our roots

love of
real food

175 years of love of real food and expertise in local and international cuisine.
Created by our own real chefs by understanding how real women cook.
Using authentic cooking processes.

Green: a symbol of simplicity and naturalness. Simple formats.

7
1.4 Our personality
AUTHENTIC, GENEROUS,
INSPIRATIONAL, JOYFUL
Knorr is authentic in everything
it does. This is our guiding
principle for the brand, in the
food we make, the stories we
tell and the way we behave.
Real farms, real chefs, real
ingredients, real kitchens, real
people, real food.
Knorr is generous. We believe
that food is an expression of
love and should be shared
unconditionally, with passion
and affection. Nutritious and
delicious food should be
within everyone’s reach.
Knorr is inspirational, a
partner in the kitchen, who
provides cooking ideas when
you need them. We help the
people we serve be more
creative, try things they
8
haven’t tried, cook things
they haven’t cooked.
Knorr is joyful. We believe
that food is one of the
greatest pleasures in life
and flavour is there to be
celebrated. The meals we help
create make every day special.
Food makes us happy.
Knorr is represented by 2
Archetypes — a Caregiver,
compassionate and generous,
their meaning comes from
helping others. This links to
the action of cooking food
for others. Knorr is also a
Creator, passionate about
self-expression and believes in
imagination and innovation.
Cooking is a creative process, a
means to self-expression.
 1.5 the people we serve
cooking
embracers
The people we serve are
Cooking Embracers, mainly
but not exclusively Mums.
They see food as pleasure not
fuel and their food is a key
part of their desire to nurture
and feed their loved ones.
Cooking Embracers are in fact
made up of 3 core consumer
typologies - groups of people
with different levels of skills
or time that determine their
attitude to cooking.
9
Typology 1
Creative Food Explorers
(core target)
Typology 2
Juggling Female Providers
Typology 3
Striving Inspiration Seekers
While the brand language
should be directed towards
Creative Food Explorers as
its focus, Knorr will embrace
these other 2 typologies, who
aspire to be Creative Food
Explorers, but lack either the
skill or the time.
1.5 the people we serve

1. CREATIVE
FOOD EXPLORERS
The ‘yolk’ of our egg, our brand language should be
directed to appeal to this segment. As people who really
enjoy cooking, this group cooks from scratch and they enjoy
spending time preparing their food. They are experimental,
like to try out new foods and get creative with their dishes.
Quite carefree and positive in their attitude, they like to enjoy
life. They have healthy lifestyles and exercise and choose
food that is free from preservatives.

10
1.5 the people we serve

2. juggling
female providers
The most family focused typology, they are characterized
by the fact they are constantly multitasking/juggling a
number of chores. They tend to try new food products
and look to personalize their dishes with special
ingredients. Because they are so busy, more often than
not, they look for quick and easy dishes that free up time
for other things. It is important to them that their children
eat healthily. While they do try to eat healthy and exercise,
there is less of a focus on taking care of themselves.

11
1.5 the people we serve

3. striving
inspiration seekers
An experimental, food-loving group, they like to cook
from scratch and get creative with what they prepare.
However, they are also time-pressed and struggle to find
the time to prepare food. So they do tend to plan their
meals and like products that make their cooking efficient
and make up for lack of skills. A strong skew towards men
in the younger age groups who tend to worry about
their future and about money.

12
1.6 human truth
“THE FOOD I COOK EXPRESSES ME and
MY LOVE,
SO WHEN I USE A SHORTCUT IT NEEDS
TO BE ONE I FEEL GOOD ABOUT”
Fulfilling the need to nurture
through food is fundamental
to any Cooking Embracer.
However she is constantly
pressured by either lack of
time, skill, motivation, ideas or
resources and can often feel
unable to give her best to her
family. Ultimately the food she
makes is part of her identity
as a woman and a nurturer
— they are inextricably linked.
13
Meeting different Demand
Spaces means she often needs
to be supported by products
to help her take shortcuts she
feels good about. This is so they
become part of her nurturing
and not an exception to it.
At Knorr we talk about ‘good
shortcuts’ not convenience
products, giving people great
results in a shorter time.
 1.7 product truth

flavourful,
sensory and authentic

Knorr makes products that Flavour that is ‘real’ and created

are flavourful, sensory and from quality ingredients.
authentic, made with natural,
nutritious and sustainably Flavour that is ‘honest’, made
sourced ingredients. with integrity by people
who care.
Flavour is the key thing we
bring to dishes and authenticity Flavour that just ‘feels right,’
is a critical element in being a ‘ it fits with our expectations,
good shortcut’. rational, emotional and
sensorial.
‘Authenticity’ is the way Knorr
will seek to define and ‘own’
superior taste. Knorr’s definition
of authenticity is: Real, Honest
Food that Feels Right.

14
 1.8 FUNCTIONAL AND EMOTIONAL BENEFITS

GREAT TASTE
Knorr always delivers great The attributes that Knorr seeks
taste, using natural ingredients to own are; ‘HELPS ME CREATE
to deliver a cooking experience, GREAT TASTE’, ‘CONTAINS NATURAL
which is a feast for all 5 senses. INGREDIENTS’, ‘INSPIRES ME WITH
SIMPLE, smart MEAL IDEAS’.
As your cooking partner, we
aim to inspire through simple
EXPRESSING MY BEST EFFORTS smart meal ideas so you can
express yourself with your
finest food efforts.

15
 1.9 brand discriminator

Only Knorr
cares as much
about the food
you cook for
your loved ones
as you do.
That’s why we go the extra mile
to create great taste.

16 adrian springer, knorr chef

 1.10 brand purpose

BRINGING FLAVOUR
TO PEOPLE’S
LIVES
Our purpose is to enrich people’s lives through flavour.
Flavour is emotionally charged and much richer than just
the notion of taste.

Flavour can remind you of home and take you away.

Imagine that moment when licking your fingers transports
you back to a moment in time, evoking memories of a first
foreign holiday and the experience of something new and
exotic. It can make you feel nurtured and loved, healthy
and happy, break down barriers and create bonds.

Knorr brings its purpose to life through authenticity in a

way that is real, honest and feels right.

17
 1.11 Our USLP brand ambition

We partner
farmers

to source 100% of agricultural
materials sustainably.
Because at Knorr we believe it makes a big difference to the
taste of our products, the future of our planet, and the wellbeing
of thousands of farmers.

We care deeply about the quality of our ingredients, where they

come from and how they are grown and sourced.

18
 1.12 OUR social mission

Force for

good
Knorr has the responsibility to be a Force For Good in the lives
of the people we serve. It is this philosophy that prompted Knorr
to create a Social Mission. This is an initiative to get millions of
mothers, the ‘cooks of today’ and teens, the ‘cooks of tomorrow,’
to improve nutritional value of their weekly meals by adopting
simple cooking behaviours ‘The Knorr Way’.

In the first step we will focus on iron deficiency as 2 in 3 women

in Africa are anaemic. With the Knorr way we aim to increase the
nutritional value of the weekly diet by 30%.

Our Knorr cube will add flavour and nutrition to the dish. With a
behaviour change program targeted at teenagers and mums we
will further increase the iron in the weekly menu.

We are starting this journey in Africa.

19
chapter 2

BRAND EXPRESSION
PUTTING IDEAS INTO ACTION, REALISING OUR VISION
AND NEVER COMPROMISING

2.1 OUR BRAND

COMMUNICATION IDEA
2.2 OUR CREATIVE PRINCIPLES

20
2.1 Our Brand Communication idea

we live food
WE LOVE FOOD THE WAY YOU LOVE FOOD.
EVERYTHING WE DO IS DONE WITH DEDICATION AND PASSION.
IT’S WHY WE GO TO EXTRAORDINARY LENGTHS IN PURSUIT OF GREAT FLAVOUR.
AND WHY WE SEE OUR ROLE AS YOUR INSPIRING COOKING PARTNER.
WE BRING FLAVOUR HOME TO YOU, YOUR KITCHEN AND YOUR COOKING.
WE DON’T JUST MAKE FOOD, WE LIVE IT.

21
WE LOVE FOOD
THE WAY YOU LOVE FOOD
It’s more homemade, it’s less manufactured.
It’s more of our favourites, it’s less flavour of the month.
IT’S MORE WHOLESOME AND HEARTY, IT’S LESS MINIMAL AND FUSSY.

22
EVERYTHING
WE DO
IS DONE WITH DEDICATION AND PASSION
It’s more art, it’s less science. It’s more gusto, it’s less arrogance.
It’s more craft, it’s less mass-produced.

23
 IT’S WHY WE GO TO EXTRAORDINARY LENGTHS
in pURSUIT OF GREAT FLAVOUR
It’s more commitment, it’s less artifice. It’s more legwork, it’s more joy.
It’s more nothing but the best, it’s less “that’ll do”.

24

SEBASTIEN GROSDEMANGE, knorr chef

 AND WHY WE SEE OUR ROLE AS YOUR
INSPIRING COOKING PARTNER
It’smore working with you, it’s less talking at you.
It’s more approachable, it’s less predictable.
Because wonderful things happen when you have great flavour.

25
 WE BRING
FLAVOUR
HOME TO YOU,
YOUR KITCHEN
AND YOUR COOKING
It’s more flavour, it’s more emotion.
It’s more honest and true, it’s less phoney.
It’s more kitchen, less dining room.

26
WE DON’T JUST MAKE FOOD,

WE LIVE IT
It’s more of our very best.
It’s more empty plates and full bellies.
It’s more from the heart.

27 sebastien grosdemange, knorr chef

 2.2 our creative principles

our 4 creative
principles
Our brand personality is brought to life through our creative work.
Our creative work should always adhere to our 4 creative principles.

28
 2.2 our creative principles

CREATIVE PRINCIPLE No.1

always
AUTHENTIC

29
 2.2 our creative principles

CREATIVE PRINCIPLE No.2

always
inspiring

30
 2.2 our creative principles

CREATIVE PRINCIPLE No.3

always
generous

31
 2.2 our creative principles

CREATIVE PRINCIPLE No.4

always
joyful

32
chapter 3

our design EQUITIES

Presenting our face to the World, the visualisation
of who we are and what we stand for
3.1 OUR DESIGN IDEA
3.2 PHOTOGRAPHY
3.3 TEXTURES AND MATERIALS
3.4 ENVIRONMENTS
3.5 AROMA
3.6 COLOUR
3.7 LOGO
3.8 TYPOGRAPHY
3.9 PALETTE

33
3.1 our design idea

a passion for the

authentic
We present real food in a real way, letting the
picture tell the story. No tricks, no frills, our
design is there to communicate what we stand
for, reinforce our superior taste and be enjoyed
by everyone who sees it.

34
 3.2 photography

THE FIRST BITE is

WITH THE EYE
As any chef will tell you, the first bite is with the eye. So the photography
we use is the single most important element in all our communication.
But looking delicious is not enough. It has to be the right type of delicious.

35
3.2 photography

PRINCIPLES
For Knorr this means images of authentic, home-cooked
food that’s warm, hearty, real and naturally imperfect.

Every shot should tell a story.

The dish should always be the hero of the shot. Make it the
focus of the image and have secondary items out of focus.
Use natural light to create a warm mood and atmosphere.
And use interesting and imaginative cropping rather than
placing the dish in the dead centre of the page.

Warm, wholesome, hearty

Beautifully imperfect

Natural, real and unstaged

Natural lighting

Imaginative cropping

36
 3.3 textures and materials


natural
& IMPERFECT
We show authentic, natural materials. Rich, dark soil, crumbly
to the touch. Mud on a farmer’s boots, lush green fields, fresh,
ripe produce perfect for picking. A rustic kitchen, the mix of
old and new, full of wood surfaces. Well-used pots and pans,
rich in character, housing sumptuous food, full of flavour,
served on beautifully imperfect ceramic plates.

37
 3.4 environments

THE JOURNEY FROM The journey of authentic food from farm to fork.

FARM TO FORK
Crops in the soil, fresh produce, ripe and ready to be
picked. Real farmers and real food markets, inspirational
chefs creating authentic recipes for passionate cooks

in colourful kitchens. Warm homes, close families,

enjoying special moments created with love.

38
 3.5 aroma

SENSORY
STIMULATION
Nothing stimulates the taste buds or fires the imagination
more than the aroma of authentic food bursting with
real flavour. It fills a room, it creates anticipation, it is
distinctive, exciting, and a reassuring sign of what treats
lie ahead. It’s the aroma you get from real food made
with the very best ingredients, cooked with love.

39
 3.6 OUR colour

green

is our signature colour

PANTONE®
356C

Green is our signature colour. It’s vital for branding and should have a key
presence in everything we do. Natural tones and hues of authentic food
complete our colour palette and reinforce our naturalness.

40
 3.7 OUR logo

175 years
of HERITAGE
T he Knorr logo is included in all communication as our brand icon
and chief branding asset. It has developed over time, incorporating
175 years of heritage into a classic piece of instantly recognisable,
modern communication.

41
 3.8 OUR typography
print headline copy

flavour regular
abcdefghijklmnopqrstuvwxyz
0123456789?!

honest
print body copy

Myriad Pro Light

abcdefghijklmnopqrstuvwxyz

and simple
0123456789?!
digital headline copy

VINYL REGULAR
We have our very own, unique typefaces for both
ABCDEFGHIJKLMNOPQRSTUVWXYZ
external and internal communication. They are key
0123456789?!
branding assets and like the food we stand for, honest digital body copy
and simple, not fussy and over designed. The way we Arial Regular
present the type should echo this. abcdefghijklmnopqrstuvwxyz
0123456789?!
Print headline typeface — Flavour Regular
packaging
Print body copy typeface — Myriad Pro Light
Digital headline typeface — Vinyl Regular Foco Regular
Digital body copy typeface — Arial Regular abcdefghijklmnopqrstuvwxyz
Packaging typeface — Foco Regular 0123456789?!
Powerpoint typeface — Arial Narrow Bold
powerpoint

Arial Narrow Bold

abcdefghijklmnopqrstuvwxyz
0123456789?!
42
 3.9 OUR palette

As you’d expect, green features heavily in the Knorr colour palette. Knorr green should be used across all communication as an essential element of branding.
Secondary colours may also be incorporated and examples of appropriate usage can be found later in this document, in the Design Toolbox.

print colour palette primary digital colour palette
To be used on all print communication. To be used wherever possible on all digital
communication.
knorr green
knorr green (tints: 100% - 75% - 50% - 25% - 10%)
secondary digital colour palette
To be used when Knorr green is impractical, for
example when a photographic background is not
dark enough.

knorr grey (tints: 100% - 75% - 50% - 25% - 10%)

pantone 356c c:93 M:6 y:100 k:14

#008f45
background green
RGB 0:143:69 #333333

tertiary brown (tints: 100% - 75% - 50% - 25% - 10%)

c:8 M:0 y:16 k:0
#008f45 - #40ab74

powerpoint colour palette background green #90774e

To be used on all Powerpoint communication.
knorr green
wolga green (tints: 100% - 75% - 50% - 25% - 10%)
#EEF6E3

RGB 55:142:7
#00270a

43
chapter 4

our design toolbox



4.1 DESIGN GUIDELINES 4.8 PACKAGING

4.2 primary DESIGN LAYOUTS 4.9 WEBSITE
4.3 LOGO 4.10 SOCIAL MEDIA
4.4 KEY VISUAL/PRINT 4.11 INTERNAL
4.5 FILM COMMUNICATION/
4.6 IN-STORE POWERPOINT
4.7 RECIPE CARD

44
 4.1 DESIGN GUIDELINES

DISTINCTIVE
core DESIGN ELEMENTS SECONDARY DESIGN ELEMENTS ensure
build on our heritage, reinforce our clarity and effectiveness, particularly
naturalness and authenticity and on the website and copy heavy

lead the communication. These communication like recipe cards.

& CONSISTENT
are our inviting photographic style,
the Knorr green block, our unique The Knorr light green background
typeface and logo. with Knorr green type can be used.

Within the headline we may vary A green panel with transparency

 eing distinctive and consistent is key. We must remain true to
B the type size of a few key words and headline reversed white out, to
to provide a distinctive look and help retain the impact and appeal of
the design principles we outline throughout this chapter, across
emphasise an important point. our photography, mostly in smaller
our many touch points. digital spaces.
The logo should be in the top left
There are 4 fundamental elements of our design, which need to hand corner, with limited exceptions, A green headline when a reversed
be present in all our communication: such as TV end frames. Here we white out headline does not hold on
know that it is easier to read and full bleed images when the available
— Knorr logo more memorable in the bottom photography is not dark enough.
right of screen.
— Knorr green colour
On the website and in Powerpoint
— Authentic photography Where space is limited but the an unbranded green block on image
— Our unique typefaces photography still needs to have real can be also used as these are already
power and impact, we also use full branded environments.
bleed photography. White type is
used used for headlines (and limited
sub-headers only) with a Knorr green
band and logo.

45
 4.2 PRIMARY DESIGN LAYOUTS

1. 2.

4 primary

richer deeper fuller

flavour
design layouts
There are 4 primary design layouts to give us flexibility
naturally dried onions
across different channels.
richer
Green block with white type including logo and pack.
1.  flavour
2. Full bleed photo with green band on top including logo
and white type (and pack when appropriate). Only the
logo can sit within the green band.
richer deeper fuller

flavour
SPAGHETTI
3. Full bleed photo with green band on top including logo BOLOGNESE
with green type (and pack when appropriate). Only the
logo can sit within the green band. INGREDIENTS
1 lb. ground beef
1 Tbsp. olive oil
1 cup finely chopped sweet onion
1 cup finely chopped carrots

4. Light green background with dark green band on top

2 tsp. finely chopped garlic
2 Knorr® Beef flavored Bouillon Cubes, crumbled
1 can (28 oz.) crushed tomatoes
8 ounces spaghetti, cooked and drained

with logo and green text. Only the logo can sit within DIRECTIONS
Brown ground beef in large nonstick skillet over medium-high heat. Remove ground beef

the green band.

from skillet and drain, if desired; set aside.
Heat olive oil in same skillet over medium-high heat and cook onion and carrots, stirring
occasionally, 5 minutes. Add garlic and cook 1 minute. Stir in Knorr® Beef flavored Bouillon
Cubes, tomatoes and ground beef. Bring to a boil over high heat. Reduce heat to low and
simmer, stirring occasionally, 15 minutes to dissolve Bouillon Cubes.
Serve sauce over hot pasta. Garnish, if desired, with chopped fresh parsley and grated
Parmesan cheese.
TIP: If sauce is too thick, stir in a small amount of pasta water to desired consistency.

46 3. 4.
 4.3 logo

KNORR LOGO

COMPOSITION
The Knorr logo consists of a flag and a pillar. The pillar sets
knorr pillar

off the flag and anchors the logo so that a consistent look
can be achieved across all formats. Behind the logo there
is a black drop shadow, so that it stands out against the knorr flag
background. The full colour logo should be used wherever
possible. The artwork should not be changed in any way.

47
 4.3 logo

simple

logo treatments
Solid colour logo and single colour versions may solid colour single colour positive
only be used for reasons of technical limitation.

The logos should be made up using Pantone

colours only.

single colour negative

48
 4.3 logo

logo

boundaries
The logo should be placed on the top left of the page. This
rule should be applied to horizontal and landscape pages.

49
 4.4 KEY VISUAL/PRINT

print
1. 2.

richer deeper fuller

flavour
options
The style of photography should be consistent with the
photography guidelines; warm, real, inspiring. Incidental naturally dried onions

propping may be used where appropriate and should richer

be real, not stylised. flavour
There are three Key Visual layout styles:

1. Hero image, white type on green block at top, including

logo and pack.
richer deeper fuller

2. Hero image, white type over full bleed photo, logo and pack, flavour
thin green band at top, if more room is needed for visual.

3. Hero image, green type over full bleed photo, logo and pack,
thin green band at top if more room is needed for visual and
background is too pale to hold white type.

50
3.
 4.5 FILM

tv

SIGNATURE
The TV end frame is our on-screen signature. It should
feel clean and un-cluttered and provide a framework to
showcase our pack and finished dish.

It should be shot in a real kitchen, with warm, natural lighting.

The featured pack is the hero and should sit centrally. If there
is a range pack shot then the variants should sit behind the
main pack in the shot.

The green band should go across the screen, within the

bottom third, housing type and the logo. The Unilever logo
should unfurl in the top right hand corner of screen.

51
 4.6 IN-STORE

point

of sale
In the competitive in-store environment
brand impact will be created by strong use
of the Knorr green. As a result firstly consider
using Design 1 with headline white out of the
green block, including logo.

If the photography requires more space

use Design 2 or Design 3.

design 1 design 2 design 3

52
 4.7 RECIPE CARD

printed
SPAGHETTI

RECIPE
SPAGHETTI

BOLOGNESE BOLOGNESE

INGREDIENTS
1 lb. ground beef

For printed Recipe Cards use DESIGN LAYOUT 1 on the front 1 Tbsp. olive oil
1 cup finely chopped sweet onion
1 cup finely chopped carrots

— green block with white type including logo and pack 2 tsp. finely chopped garlic
2 Knorr® Beef flavored Bouillon Cubes, crumbled
1 can (28 oz.) crushed tomatoes

and DESIGN LAYOUT 4 on the back — light green background 8 ounces spaghetti, cooked and drained

with dark green band on top with logo and green text.
DIRECTIONS
Brown ground beef in large nonstick skillet over medium-high heat. Remove ground beef
from skillet and drain, if desired; set aside.
Heat olive oil in same skillet over medium-high heat and cook onion and carrots, stirring
occasionally, 5 minutes. Add garlic and cook 1 minute. Stir in Knorr® Beef flavored Bouillon
Cubes, tomatoes and ground beef. Bring to a boil over high heat. Reduce heat to low and
simmer, stirring occasionally, 15 minutes to dissolve Bouillon Cubes.
Serve sauce over hot pasta. Garnish, if desired, with chopped fresh parsley and grated
Parmesan cheese.
TIP: If sauce is too thick, stir in a small amount of pasta water to desired consistency.

53
 4.8 packaging

primary

pack design
Creative delivered through the BCI alone will not deliver our desired
brand proposition. Our packaging is our single biggest consumer
and shopper touch point. We have clearly articulated and validated
the new Global Packaging Design and SRP guidelines. They are to
be rolled out to all Platforms and SKU’s by latest 2016.

T he Global Masterbrand Packaging Guidelines focus on delivering

3 objectives across pack designs worldwide:

1. U  nify our global packaging identity and increasing our

brand visibility on shelf.
2. D eliver our brand purpose through our packs ensuring
this is reflected in everything we do.
3. Improve our navigation both through primary and
secondary packaging.

54
 4.9 WEBSITE

knorr.com

Our website is the home of flavour. It’s where thousands of
Cooking Embracers come to find inspiration for meals everyday.
It’s not just an online cookbook though. It’s also the home of our
tips and tricks and our brand and product stories.

The website conveys the Knorr brand through use of warm,

authentic imagery and strong use of the Knorr colour palette.

The use of all 4 Design Layouts is permitted for maximum flexibility.

An unbranded green block on image can also be used as this is

already a branded environment.

55
 4.10 SOCIAL MEDIA

FACEBOOK
Knorr Knorr
Sponsored Sponsored

SponsoredIhictis dundiati aut quat voluptis ipsa doluptaquo eat volestrumque SponsoredIhictis dundiati aut quat voluptis ipsa doluptaquo eat volestrumque
veliquos mod ut aut volupic idusam et, sam reptatia volupta tention sereperum veliquos mod ut aut volupic idusam et, sam reptatia volupta tention sereperum

goat cheese tartlets

Facebook provides us with one of the largest and most

active online social networks where we can communicate
with our audience in a more targeted way. Our primary
interactions have transformed from community
engagement to effective advertising at scale.
what’s for dinner?

Our imagery should be thumb stopping to capture asian bbq fried rice
Like • Comment • Share 10,345 460 Like • Comment • Share 10,345 460
attention in a busy newsfeed. The green bar and logo
should be used as a branding element along with a strong
headline and call-to-action. Knorr Knorr
Sponsored Sponsored

SponsoredIhictis dundiati aut quat voluptis ipsa doluptaquo eat volestrumque SponsoredIhictis dundiati aut quat voluptis ipsa doluptaquo eat volestrumque
veliquos mod ut aut volupic idusam et, sam reptatia volupta tention sereperum veliquos mod ut aut volupic idusam et, sam reptatia volupta tention sereperum
It is acceptable for the Knorr Sustainability Partnership logo
to exist on an image without a green band or Knorr logo.

goat cheese tartlets

Like • Comment • Share 10,345 460 Like • Comment • Share 10,345 460

56
 4.11 INTERNAL COMMUNICATION/POWERPOINT

internal
NEW NEW
Editable Editable
slide slide

Delete Delete
CLICK TO EDIT TITLE existing existing

design
image. image.
Then Then
bring in bring in
new new
image. image.

Then Then
send send
new new
image 
 CLICK TO EDIT TITLE image 

to back to back
to show to show
Knorr Knorr
Powerpoint presentations should be visually engaging, logo
and
logo
and
green green
utilising various approved design elements. band band

The title page incorporates a hero dish, the green band in

NEW CLICK TO ADD TEXT
the top third of the page and the logo on the left, within Editable
slide
CLICK TO EDIT MASTER TEXT
the green band. White text should be used in the band, Delete
existing
Click to add text
Arial Narrow Bold is the typeface. image.
Then
Click to edit text bring in
new
image.

Main text pages should use the green band across the top
of the page with white text in the band and green text on a
light green background for body copy.

Transition pages can use a green band in different shapes

and sizes over different hero dishes.

An unbranded green block on image can also be used as

this is already a branded environment.
find this on the Knorr Brand Centre on Chatter

57
chapter 5

supporting
GUIDELINES
5.1 DEMAND SPACE FRAMEWORK
5.2 DIGITAL PLAYBOOK & MOBILE
TOOLKITS
5.3 PACKAGING GUIDELINES
5.4 IN-STORE GUIDELINES
5.5 MEAL INSPIRATION TOOLKIT
5.6 SUSTAINABILITY TOOLKIT

58
 5.1 DEMAND SPACE FRAMEWORK

typologies
& demand spaces
People make different choices on what to eat (and hence how to prepare it) in different
 amily
C ai
So i a l
h s
circumstances. It’s the circumstance that they are in that decides what they would do to E
To als
A FO
AR ia
l TY OLO IES
i ol Co o s
RO
AL O
so als
prepare the food. Those circumstances are about:

D T Show
C
ly a l S o i a l Co o s

w
y

O E im
Ea i
m
I s i a io S

ho
i i

Fa
s

s

S
Foo E

NT
i lo s

S
C a

TO
F m al o i

ERT
li s

— Their personal attitude towards food and cooking – WHO? l h Co

s io s Coo
s

FOOD
H a DAY ART

hy

A
io s

IN
al
als

— Whether they cook to show care for their family, to get praise,

ET
Im
O Rh
So l
w m al
s

EEN a
I

to get a quick tasty reward or to stay fit & healthy – WHY?

ss IN
a as

ls
— When they are cooking (breakfast, mealtimes...)

als
h a l hy

mo
& who they are with – WHEN?

S
w

i
ial
s
o
I
Therefore the real understanding of consumer needs and their choices
H a s
l h Co
s io s Coo

wa l
li s
F mal o i

m
y

im
C a

is incomplete unless we understand different circumstances.

yS
al
i Fo o E lo s

i
S i s
i I s i a io S

H
l

i
hy

a
w al So ial Coo s
hi

FO
l
a
TO
i ol Coo S m
So h

OD

FY
I S
At the intersection of WHO, WHY & WHEN, we identify 14 different demand spaces that are very ST AT
H a o
l hy OOD
AY OS
mo i
i i
H DT
o
EA L
l mo i
distinct from each other in terms of needs that people have in them and outlines what people THY FO O
eat and their decisions on how they prepare what they choose to eat. The purpose of this guide
is to identify growth opportunities for categories and brands and inform innovation strategy. It is
also to identify the bull’s-eye segment and targets for the brand using typologies and a tool to
aid portfolio management, brand positioning architecture, innovation and targeting.
find this on the Knorr Brand Centre on Chatter

59
5.2 DIGITAL PLAYBOOK & MOBILE TOOLKITS

DIGITAL
ECOSYSTEM
To embrace the changing media landscape, the Knorr Digital Playbook
& Mobile Toolkit define the areas where we need to make an impact, and
outline the platforms, priorities and a full ‘how to’ guide for both BD & BB,
to bring the digital side of Knorr to life.

1.  Needs Based Search. 85% of journeys start with search and our search
strategy is led by understanding what consumers are looking for and
answering their questions.
2. Global Avinash Website. The home for our brand online, where Knorr
inspires our consumers with recipes, product stories and demonstrates
culinary expertise.
3. Facebook and YouTube. With massive reach potential and a huge
number of people engaged in food topics, we use Facebook and
YouTube to tell our social food stories.
4. Mobile Centred. Involves around planning, buying and cooking user
contexts and the key activities people engage in on mobile, such as
texting, we inspire ‘Cooking Embracers’ both in-store and in the kitchen.
find this on the Knorr Brand Centre on Chatter (Digital Playbook)
find this on the Knorr Brand Centre on Chatter (Mobile Strategy)

60
 5.3 PACKAGING GUIDELINES

DESIGNING KNORR
PACKAGING
T his guide helps regions design, adapt and implement the
updated packaging design across their product ranges, covering
a full range of topics:

— Introducing the updated packaging design and principles
— Pack photography guidelines
— Ways of working and process for implementation
— Rules per product platform
— Nutritional guidelines
— Toolkit of design elements
— Secondary packaging guidelines

find this on the Knorr Brand Centre on Chatter

61
 5.4 IN-STORE GUIDELINES

SHOPPER MARKETING
SHELF READY PACKAGING GUIDELINES
To push Savoury sales even further and drive our Perfect Store 2.0
agenda, we are supporting our primary packaging with new shelf
ready packaging (SRP) that is powerful and engaging. This will help
drive brand recognition and sales in the front and back of store and
help ensure that all our Savoury SRP has an instantly recognisable and
consistent look and feel.

find this on the Knorr Brand Centre on Chatter

IN-STORE COMMUNICATION GUIDELINES
To ensure that Knorr’s powerful, engaging messages are executed

correctly in in-store environments. How to be clear and consistent
across all channels and how to implement the 10ft — 5ft —1ft
golden rule for In-Store messaging.

find this on the Knorr Brand Centre on Chatter

IN-STORE MESSAGING GUIDELINES
To standardise and strengthen the Global Savoury approach to In-Store

execution by providing clear In-Store messaging principles for any kind
of Point of Sales materials.

find this on the Knorr Brand Centre on Chatter

62
 5.5 MEAL INSPIRATION TOOLKIT
WHAT’S FOR DINNER?
The Meal Inspiration
programme INSPIRES and
ENABLES shoppers with meal
ideas, and makes shopping
for ingredients easy and
pleasurable by leveraging links
with fresh host foods.
It identifies and targets specific
CVD opportunities that unlock
Market Development through
influencing shoppers to use
the category MORE and MORE
OFTEN and to SPEND MORE
for additional benefits to help
create delicious meals.
It influences shoppers along
the entire path to purchase,
from pre-shop to in-store and
find this on the Knorr Brand Centre on Chatter
63
post-shop and is always on,
with consistent, long term
communication and activation.
The programme is fully tailored
to Channel, Retailer and tailored
target Shopper insights.
Win@POS: These In-Store
assets and guides allow
us to win with shoppers
through channels and
customers everywhere, and
put shoppers at the heart of
what we do. They enable you
to deploy consistent Brand
Equity In-Store.
 5.6 SUSTAINABILITY TOOLKIT

SUSTAINABILITY
STRATEGY
Sustainability is at the heart of the Knorr Brand Love Key and it is
our USLP mission to partner farmers to source 100% of agricultural
materials sustainably by 2020.

The Sustainability Toolkit will help you understand the strategic pillars
to our strategy, Knorr’s approach and how this fits with USLP and the
Foods Sustainable Growth Strategy. This gives detailed information on
what sustainable sourcing is, how this is tracked and implemented.

This guide gives numerous Best Practice examples, explains how

to bring sustainability to life in Marketing communication using key
assets and how to implement Knorr’s 3 key assests for sustainability:

— Knorr Sustainability Partnership

— Knorr Partnership Fund
— Knorr Landmark Farms

find this on the Knorr Brand Centre on Chatter

64
Printed on paper that is sourced from a managed forest and contains recycled pulp