The Future of Ready Meals
We have collaborated with Maggi UK on the launch of Maggi Global Kitchen, a new ready meals range created as a future-facing direction for Maggi. Launched in the UK, the range offers globally inspired meals ready in just two minutes. ARD was trusted to develop the full brand identity and packaging system for this ambitious new category launch.
Designed for Modern Living
This launch marked a significant strategic step for Maggi, expanding the brand into the fast-growing ready meals category with a solution designed for modern lifestyles. The range was created to offer consumers a quick meal solution without compromising on taste, meal experience or quality.
Creating the Global Platform
Maggi Global Kitchen is part of a wider international platform covering more than 14 markets. Alongside Global Kitchen, ARD also developed the design for Maggi Air Fryer, So Juicy, Sauces and Soups, creating a cohesive visual language that clearly differentiates each range while maintaining strong recognition and consistency across the wider Maggi platform.
Flexible Design System
The solution came through a bold layered label system designed to clearly communicate product type, flavour and key benefits in one recognisable structure. Built as a flexible design system, it is easy to apply and scale across different product categories, from soups and sauces to Air Fryer seasonings and ready meals, while creating strong shelf differentiation.
Rooted in Flavour
To reflect the quality and flavour of the product, the design gives generous space to vibrant, appetite-led photography that brings each recipe to life. The serving style of every dish references the origins of the meal, adding another layer to the brand language.
Successfully launched in the UK and rolled out across more than 10 European markets.
Listed in Tesco stores across the UK, supporting a strong national retail presence.
Extended its UK retail presence with a listing in Morrisons, reaching even more consumers nationwide.
Decoding Benefits
The design uses a clean, intuitive icon language to instantly communicate the product’s functional benefits. With the growing market demand for healthier choices, this clear system helps the brand address consumer needs and ensures every nutritional advantage is easy to see at a glance.
From shooting board to studio set-up, every detail, from culinary research and props to ingredients, was carefully considered to align with the brand’s guidelines and marketing objectives.
The result is a series of crafted shots that capture each dish’s appeal and make every meal speak from the pack.
Beyond the Pack
The Back of Pack extends the main concept, keeping the overall warm tone of the design. It engages consumers with simple ideas on how to elevate their meal, bringing more personality to the functional side of the pack.
Global language for modern meals
The Maggi Global Kitchen design solution creates a clear, scalable system for a major global brand, keeping the consumer at the centre of the experience. It establishes a unified visual language that easily adapts to different international markets, building a strong global presence.
