What's for dinner tonight?
Multinational company Unilever is one of the global leaders in the FMCG segment, specialized in particular in the production and sales of food products.
We were invited to develop a visual concept of Unilever’s two multi-brand projects.
- «What’s for dinner tonight?» project
The aim of the project was a brand activation through joint promo displays in points of sales and discount plans. Previously, the activation program was designed only for the Knorr brand, but in 2016, Unilever decided to expand it for other brands — Calve, Baltimore, Pyshka and Cream Bonjour. Therefore, we had to create a concept for new visualization, corporate identity, communication strategies, advertising and promotional materials.
The Studio developed a key image in the horizontal and vertical implementation where we placed the project’s headline and the logos of brands participating in the program. The bright and juicy visual appeal of the layouts was designed to instigate a strong emotional response from the consumer, and adding to the visuals appetizing images of fresh vegetables, herbs, spices and the basic ingredients (cereals, pasta) against a cutting board conveyed the idea of naturalness of Unilever products.
On the basis of the key visuals we also developed the templates for internal corporate communication and for a presentation to the company’s customers. Subsequently, as part of this identity we designed a calendar layout «Unilever. What’s for dinner tonight? » that visualized various seasonal combinations of sauces and spices.
- «With love of food» project
It was a motivational and brand-engaging project for Unilever employees working with the above mentioned brands, with the aim to boost the employees’ emotional involvement (mainly the sales department) in implementing the objectives of brand development. When designing the logo and corporate documentation templates we needed to take into account that all the brands involved in the project have a different visual style. Therefore, a thorough visual solution allowing to create a common stylistic space and having the potential for synergies.