Maggi

Dutiful jugglers

Mothers the world over have a tough time juggling home life, looking after the children, cooking, cleaning, budgets and finance. Our design solution recognised their critical role in keep the family together.

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Instant noodles does not seem like the first choice for the best nutrition for the family, but it is so often the go to choice for many mothers.

The interesting insight that came out of our research was the fact that the majority of gatekeepers would use the noodles as a base and then create the dish that made it hers.

Adding many additional ingredients, Maggi noodles becomes her home recipe and a way of making it special.

Our design solution focused on reflecting this care and attention and reflected this story on the pack. The design show many ingredients being prepared and added to make that special home made comfort food.