A new look

Knorr BBQ sauces are very popular guests at happy barbecue evenings. A new, high-quality design was required to reveal the characteristic flavour of each variety at first glance.

The packaging design of the Knorr barbecue sauces before and after the relaunch by HAJOK

Overview of the Knorr barbecue sauces with the new packaging design created by HAJOK

Listen

The Knorr Classic range BBQ sauces and the Squeezer range were to get a modern, premium design with loads of appetite appeal.

Understand

Shared design architecture for all BBQ sauces, both in glass bottles as well as squeezers, should provide a common look and feel and quicker orientation at the shelf for the consumer. It was also necessary to develop a trendy design concept for the squeezers that arouses street-food associations.

Create

The blue background was integrated into all the BBQ sauce designs as a connecting element, giving them more depth and an enhanced sense of quality. For the BBQ sauces, natural photographs of the individual ingredients convey a feeling of honest quality and care in the production process. The squeezers generate appetite appeal with the yummy French and hot dog food shots.