Massel has become well known for a range of flavouring products with no animal content, added MSG, gluten or lactose.
This year it worked with Tweak to attract new consumers through visual cues which highlight Massel's natural, premium status.
Brown paper and white textured panelling was used to signify attributes of 'fresh, natural and crafted'. The use of white, along with the original Massel logo, were carried forward from the previous design to maintain the brand look.
Food photography, combined with fresh raw ingredients, were used to increase appetite appeal, injecting colour to create a design that is alive and full of flavour. The brand now shows a clearer hierarchy of information, helping the consumer navigate product type and flavour. The typographic style is reminiscent of farmers' markets, with hand-drawn lettering and a crafted, personal touch.
