Reinventing Culinary Aids for a New Generation of Home Cooks

Consumer Branding

Stratégie de marque

Identité visuelle

As home cooking made a strong comeback — accelerated by the pandemic — consumer expectations shifted dramatically: fresh ingredients, naturality, ease of use, and a renewed joy in everyday cooking. While Maggi remains a household name in culinary aids, many consumers no longer identified with the brand: perceived as overly traditional, unintuitive, and at odds with today’s appetite for natural products.

To reignite desire and relevance while staying true to its legacy, Nestlé partnered with Lonsdale to develop a brand-new innovation platform. The mission was clear: create a distinctive, appealing new segment that would reconnect Maggi with a dual target audience — beginners in need of guidance, and efficient home cooks looking for inspiration without being oversimplified.

Two innovations, one promise — simplicity and accessibility

Lonsdale crafted two complementary product lines, each designed to meet the real needs of modern home cooks:

Mes Poêlées: three natural ingredient-based flavor reductions to be added directly to one’s own preparations — simple, intuitive, and flavourful.
Recette Facile!: eight step-by-step illustrated recipes, each ready in under 25 minutes, with just three to four additional ingredients listed on the pack — a reassuring, guided experience tailored to novices.

To make these innovations stand out in a conventional category, we developed a visual territory inspired by editorial cooking culture — drawing from the direct, relatable style of batch cooking books and the casual authenticity of Instagram food content. A surprising denim blue, perfectly imperfect food visuals, clear pictograms and a fresh, positive tone of voice bring visual clarity and shelf impact while enhancing consumer confidence.

Designing clarity, appetite and pedagogical value — all in one

The challenge was to communicate a wealth of information within limited space, while preserving simplicity and visual appeal. The packaging system reconciles product innovation, culinary inspiration, and brand heritage, offering a new, accessible experience without diluting Maggi’s legacy.

With this platform, Maggi repositions itself as a contemporary and helpful brand — a daily partner in the kitchen that empowers new generations of cooks, while staying firmly rooted in its culinary expertise.

Selected work

Renault

Conception architecturale

Parcours clients

Stratégie de marque

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Dove

Brand Management

Packaging Design

Brand Strategy

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Namkhong Beer

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

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Ricard

Packaging Design

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PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

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Ferrero

Conception architecturale

Customer Journey

Workspace Design

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Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

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Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study

Dove

Brand Management

Packaging Design

Brand Strategy

View case study

Namkhong Beer

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Ricard

Packaging Design

View case study

PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study

Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study

Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study

Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Dove

Brand Management

Packaging Design

Brand Strategy

View case study

Namkhong Beer

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Ricard

Packaging Design

View case study

PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study

Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study

Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study

Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study

Dove

Brand Management

Packaging Design

Brand Strategy

View case study

Namkhong Beer

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Ricard

Packaging Design

View case study

PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study

Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study

Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study

Clarins

Digital

Customer Journey

Signage and Environment Design

View case study

Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study

MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study

Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study

Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study

Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study
Dove

Brand Management

Packaging Design

Brand Strategy

View case study
Namkhong Beer

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study
Ricard

Packaging Design

View case study
PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study
Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study
Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study
Clarins

Digital

Customer Journey

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study
MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study
Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study
Renault

Conception architecturale

Customer Journey

Brand Strategy

View case study
Dove

Brand Management

Packaging Design

Brand Strategy

View case study
Namkhong Beer

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study
Ricard

Packaging Design

View case study
PrestaShop

Digital

Visual Identity

Brand Platform

Brand Territory

Tone of Voice

View case study
Ferrero

Conception architecturale

Customer Journey

Workspace Design

View case study
Sanofi

Corporate Communications

Annual and Sustainability Reporting

Social Media and Content

Brand Platform

View case study
Clarins

Digital

Customer Journey

Signage and Environment Design

View case study
Rexel

Brand Architecture & Portfolio Strategy

Brand Management

Corporate Communications

Digital

Visual Identity

Social Media and Content

Brand Platform

Brand Positioning

Brand Territory

Tone of Voice

View case study
MAIF

Business Design

Conception architecturale

Customer Journey

Signage and Environment Design

View case study
Santé Verte

Brand Architecture & Portfolio Strategy

Visual Identity

Packaging Design

Brand Positioning

Brand Territory

View case study
Maggi

Visual Identity

Packaging Design

Brand Strategy

View case study