Since its brand relaunch in 2017, the Maggi brand has addressed to 100% the evolving world of Home-Made Food and moved from strength to strength. In this quest for more realness and naturality the brand has identified an opportunity to take the high ground in Natural. In line with the brand’s philosophy to be clean by design and not to follow the crowd with often weak and trustless claims of Natural, Maggi Marketplace is meant to be an upmarket statement of naturalness. Marketplace has a clear role within the Maggi portfolio strategy and, through incremental support, should create a halo effect over the core range.
CBA has been asked to develop the new Maggi Marketplace brand properties and define the new packaging identity for worldwide implementation.
Compared to Maggi’s core range, the Maggi Marketplace brand is focused on natural goodness that inspires. In light of this, CBA defines Marketplace through the lens of Simplicity. The Maggi Marketplace brand posture is inspired by real marketplace environments: the brand behaves in a simple, natural and honest way.
Furthermore, the agency determines the design as natural ingredients centric. Compared to the Maggi core range that always sports a final dish visual on packaging, CBA decides to focus only on the representation of ingredients, hence reinforcing its authenticity and naturalness cues.
CBA defines three design principles to give the Maggi Marketplace range a proprietary and specific look & feel :
For out-of-pack communication, CBA develops a specific style incorporating a market awning as key brand property, reinforcing the Marketplace experience.
Since its creation in 2018, the Maggi Marketplace identity has been rolled-out in several key markets, such as Germany, Australia, France, Poland and the Netherlands.