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Brand & Packaging re-fresh

Cooking up an iconic brand


MasterChef challenged us to develop a brand re-fresh for the MasterChef product/retail brand, ensuring its alignment to the other touchpoints in the MasterChef family, including on air, social, digital, experiential and consumer products.


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.

The guidelines include a layout system with a library of photography and assets, so that licensees can use the provided template to create packaging designs using our straightforward system. The layout system is flexible and it is tailored to the needs, budget and resources for a range of licensees. Alongside this we created print on demand assets, social media templates, digital assets and experiential examples.