MAGGI® — Overall Brand RedesignIn 2016, Nestle started to relaunch the MAGGI® brand worldwide.The team of KIAN Group was trusted with an overall redesign of the most recognisable brand in its category on the Russian market.TASKRedesign of all lines of MAGGI® products within a renewed brand concept.Development of communication of key product advantages and a differentiation system for different segments within the sub-categories and among them.SOLUTIONThe renewed visual image of MAGGI® developed with consideration of currently topical consumer trends is intended to open the brand to a younger group through a “fresh” and “tasty” design that inspires cooking at home.In addition to the task of evoking appetite, KIAN’s production unit had the task of creating a true-to-life home atmosphere, of capturing the most exciting moments in the cooking process and of encouraging the customers to expand their cooking horizons. With this purpose, the KIAN team did an unprecedented work to organise and hold a photo session of unique food zones for more than 60 SKUs.The result of this wide-scale work of the Russian MAGGI® brand team with KIAN Group was highly appreciated by the Nestle headquarters and was recommended to be adopted on other markets for the key product line in the category “Juicy chicken as the main course”
