Cup a Soup, branded as Unox in the Netherlands and Knorr across the rest of Europe, was reimagined as a unified pan-European design system to bring clarity and consistency to a fragmented range.

As Creative Director and Lead Designer, the project was led from strategic definition through to final execution in close collaboration with regional teams.

A cohesive design system was developed to harmonise the portfolio, elevating the iconic green cup as a central brand asset while introducing a more natural, contemporary expression. The redesign repositioned the range as healthier and more transparent, without compromising its core taste appeal.

Markets: Netherlands, Belgium, Poland