We were briefed to create a versatile asset bank, tailored at target categories, demographics and retailers. Our solution was to create a design route that reflected the refreshed brand positioning and tone of voice to ensure the fit with the overall brand family. We produced two packaging collections; The Champions’ Collection and the Signature Collection.

The Champions’ Collection is the core MasterChef packaging look to be used across all products and across all retail, except value retailers when the Signature Collection should be used. This direction pulls inspiration from the show; the apron, colourful food ingredients and the iconic M-Swirl. The Signature Collection is MasterChef’s range for volume retail. This is recognisable from its use of vertical typography, lifestyle photography, and white rectangle upon which the logo lockup sits.