Nestlé’s Maggi Instant Soups needed to differentiate itself from rising competition in the Middle East. With shelves crowded, the packaging had to capture the attention of young, modern consumers looking for quick, healthy snacks. The packaging refresh was designed to engage health-conscious consumers and uphold Maggi’s top spot in the market.

The redesign positioned Maggi as the go-to for “Healthy Snacking.” It featured a Maggi cup with a leaf icon, indicating natural goodness, and a spoon to denote its category. A vibrant font communicated enjoyment and ease. Maggi’s yellow packaging stood out on shelves, with a prominent logo for quick identification. Playful colors suggested a lively snack, and images of steamy, high-quality ingredients countered perceptions of instant soups as artificial.