The BNO Next Pack competition is a competition put on by the Beroepsvereniging van Nederlandse Ontwerpers (English: Professional Association of Dutch Designers). The focus of the competition is to give young packaging designers a chance to practice their skills in a professional setting and follow a real-life briefing from a large organization.

Client: Maggi
Roles: Art Direction, Design, Branding

The briefing was to create new packaging for three of Maggi’s existing products which were all within the snack category. They wanted the design to pull from the founder’s story as well.

The thought behind “Simply Humble” began with an analysis of the Maggi brand itself. I wanted to create something that connected its humble beginnings with its global product line.

The illustrations in the background pattern were meant to replace the meal photography that can be found on other Maggi packaging. While most of Maggi’s products use photography as the star of the design, I wanted it to take a back seat, and switch up the hierarchy.

I then created an “umbrella name” to stand out the most in the design. I wanted the products to be tied together in a very direct way. There are many discrepancies between different Maggi products, so the umbrella name is meant to connect my designs.