Design
Masterchef
Mezan approached us to look at refreshing the existing brand of ready to cook meal range as well as extending the design to include the communication for the region. The current design’s unique messaging wasn’t coming through for the regional audience.Category
Dazzling CPG
Our job was to infuse a brand new synergy through design. We were aiming for a Middle Eastern and Asian market so whatever we did had to look trustworthy, authentic and premium. After the brand component, we conducted a thorough user- experience and digital service design process, delivering a range of assets – such as recipe cards, recipe-app and the product website. It was clear the MasterChef brand experience needed to offer a point of difference to its audiences; gastronomic and educational product information, customer endorsement; recipe suggestions.
We needed to find that one key point of difference; giving customers a reason to buy direct. And buy again.
Strategy
We identified that our packaging needs to focus on communicating the functional benefits of the products and introduce them to a world of cooking beyond the basic recipe on the packaging communication. We introduced a recipe finder tool online that allowed users to easily find what they were searching for in a fun themed website.
With an initial launch of a broad-based identity. it was important to establish key fundamentals through digital assets that clearly signposted the benefit of each product.
