2015 Winners & Shortlists

Brief Explanation

Highlight Kiri’s diverse range of products, and the various possibilities of consuming Kiri via a food item that most people consume frequently: the sandwich.

The Brief

Kiri is traditionally consumed at breakfast, on bread (toast or Arabic bread or other), or used within a cooking context for sweet and savoury dishes, during Ramadan only. Our objective was therefore to increase consumption frequency of Kiri, in a non-Ramadan context, while steering away from cooking which is reserved for Ramadan only.

How the final design was conceived

Sandwiches can say a lot about a person – more particularly, about the mood they are in. Different sandwiches reflect different moods, and our designs leveraged just that: first, by devising various sandwiches that speak to people’s moods, second, by giving these sandwiches interesting names, and lastly, by designing hand-rendered typography that reflected each of these moods. A call to action then lead people to our website, asking them to create their own sandwiches revealing their current mood.

Indication of how successful the outcome was in the market

Too early to say

Bel brands have a strong emotional connection to consumers. They often accompany people throughout their lives, like Kiri®, one of the first cheeses for children and a comforting treat for adults. The driving force behind our brands is their power to spring a surprise, elicit smiles and bring pleasure either through the products' unique taste, their ingenuity or their advertisements.