Meu Instante is an instantaneous soup line from Maggi brand which packages were not translating its most important benefit, the convenience, besides being outdated.
The true goal was to make Meu Instante closer to its target, so we needed to make it modern and young to reach a consumer who is always updated and craving for the new.
CBA B+G helped Maggi Meu Instante by developing a packaging concept with more personality and freshness for the product line. The mug where the product is usually consumed was placed as a key element and the ingredients were right after it, in second plan, but disposed in a very unusual way, carrying a protagonist role, in a totally stripped way. By the time, the packaging was submitted to a survey, achieving 100% approval.