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Maître – Two packaging concepts

Now New Next developed three design routes for ready meals for Maître. The immediate motivation was the move from black to transparent plastic. Maître also intended to improve shelf navigation with a new, attractive packaging design.


  • Analysing the current shelf
  • Creating an overview of the markets in the Netherlands, the UK and the US
  • Developing design directions with the Maître’s vision as a starting point. Other focal points included the stopping-power (wow-factor) of design, as well as the ‘hybrid consumers’ whose decisions are influenced by a range of values.



The result was two concepts, each with three designs.


Concept 1 focuses on the freshness and variety of the meals, with colourful and accessible designs that emphasise this.


Concept 2 also revolves around the freshness, but with the accent more on the daily fresh preparation. These designs are warm and playful with a dash of colour.



Executed by

Elian van Dijk

In co-operation with

Joost la Housse


3 February 2019


Food & packaging design, Packaging design


Maître, Packaging concepts, Packaging design, Ready meals