Where “Hot” is written on it, “Hot” should also be in it and be felt as well as seen. With this in mind, the popular Maggi Würze Hot – the hot sister of the seasoning sauce for soups, stews and more – needed a visual makeover.
But wait: How far can a packaging designer go with an icon like Maggi? How much “new” can a product that has been established in the market for decades tolerate in order to once again correspond to the modern zeitgeist on the one hand, but on the other hand continue to exude the charm of the traditional classic? bp-creality has asked itself these challenging questions – and found answers and solutions.
While the classic Maggi seasoning gives various dishes a uniquely spicy flavor, the Hot variant adds a slightly spicy note to the food. The chili flavor contained in the seasoning sauce is responsible for this. Whether directly during cooking or preparation or when seasoning at the table – Maggi Hot seasoning is always the perfect choice when food needs to be a little more tingling. In addition to soups and stews, gourmets can also use the sauce to season burgers, wraps or various stir-fry dishes. Likewise, marinades, dips and dressings get “that certain drop of something” from Maggi Würze Hot.
This is even more true since the totally outdated packaging design has given way to the brand new one. You can even understand “brand new” almost literally. Because the literally hot look results from the harmonious combination of fiery colors and hot symbols. The bright red and intense yellow – the colors fittingly also reflect the Maggi brand logo – stand out powerfully against the black background. The flames spreading across the entire packaging and the scattered chili peppers immediately let the viewer know what to expect. The striking design communicates the product features in a cool and trendy way.
In creating the new packaging design for Maggi Würze Hot, our designers at bp-creality focused on illustrating a few, but very strong elements. The user can turn and twist the seasoning bottle as he likes – he cannot escape the fiery design. Everywhere, the flames, the unambiguous statement “Hot” and, in some areas, the depicted red chili peppers remind him of what he is holding in his hands right now: the convincing classic from Maggi in the hottest version it has ever embodied.