Maggi is a Swiss seasoning brand with a strong international following attributed to localized product development and marketing. To build brand presence in the United States, my team created new packaging, an original mobile app, and airport restaurant.


Experience Designer


Experiential Design


Oct - Dec 2020

01   |   Overview

Maggi is a beloved brand around the world.

From India to Nigeria to Costa Rica, the Swiss seasoning brand has been able to replicate success in countries around the world. The secret so far has been localization. Go to India, and you'll find a population obsessed with Maggi Noodles. Go to Latin America, and chances are you will find Maggi's Caldo de Pollo in every kitchen.

But still unfamiliar to many in the United States.

Many Maggi products can only be found in the international aisle of major chains. Dedicated international markets often carry multiple versions of a Maggi product to target different ethnic groups, without any visual explanation of the differences. Maggi's current marketing in the US targets the Spanish-speaking diaspora living in the United States. For a regular American looking to try Maggi, the learning curve is high.


How do we make Maggi more appealing and accessible to US customers?


Highlight Maggi's expertise across a variety of cuisines.

Core campaign line

Authentic taste, delivered globally.

02   |   Packaging

Original recipes packaged for the USA

We created Maggi quick seasoning blends for beginner-friendly and authentic recipes across an array of different cuisines. Each blend is derived from the recipe of the Maggi counterpart sold in its country of origin.

A spice bottle labeled Jamaican Jerk Seasoning
Jamaican Jerk
A spice bottled labeled Mexican Taco Seasoning
latin american
Mexican Taco
A spice bottle labeled Nigerian Jollof Rice Seasoning
Nigerian Jollof
03   |   Mobile App

Taste the world with the Maggi app

Trying new cuisines can be hard when you don't know where to start. The Maggi app is the gateway into the world of Maggi and curates recipes popular and relevant to a user's country of origin, preferred cuisines, and cooking level.

Maggi home page
A mobile food app home page showing a selection of recommended recipes
See curated recipe lists
global features
A food mobile app showing a list of special featured recipes
Read special exclusives from Maggi and featured guests
cuisine guide
A food mobile app showing a list of cuisine categories (Asian, Latin American, European, Caribbean)
Search by preferred cuisine

Guided recipes for every level

Maggi currently hosts a library of recipes on its website. With the Maggi app, users can access those same recipes on their mobile device with added features like ingredient checklist, step-by-step instructions, quick shop to featured products, and community tips.

recipe details
A recipe guide on mobile for slow cooker chicken tacos
View and manage serving sizes
Ingredients and instructions for slow cooker chicken tacos
Check off ingredients and mark steps as "complete"
Additional info
Shop products, discover similar dishes, and get tips

Shop products and more

Shop products and find them in a store close to you. Using image recognition, hold up your product to your camera to pull up product info and popular recipes using that ingredient.

shop products
A list of products on a food mobile app
Shop and find in store
image recognition search
A spice bottle
Hold your phone to let the app find your product
image recognition results
A pop-up box for an image recognition sequence showing the product name
View exact product info and suggested recipes
04   |   Airport restaurant

Introducing the Maggi Café

The Maggi Café is a concept restaurant featuring Maggi recipes from around the world. Piloting at JFK International in Terminal 4, the Maggi Café would cater to traffic coming from the brand's most loyal markets such as India. JFK was a top choice because of the breadth of international traffic it covers from every corner of the globe -- from Europe to Latin America to Asia.

Maggi Café interior
The Maggi Café would be situated in Terminal 4, the Star Alliance hub. The interior of the restaurant features spacious seating area to allow for leisurely eating.
List of Star Alliance airlines

In partnership with Star Alliance

We chose a partnership with the Star Alliance of airlines because many of the national airlines belong to countries with a strong Maggi brand loyalty, such as Air India/India. It is also home to Swiss Air (Switzerland being the birthplace of Maggi).

International menu featuring local favorites
The menu features a balanced selection of popular recipes from Maggi's main regions in South/Southeast Asia, Latin America, and Europe.
Maggi Express: Grab to go
On a tight schedule? Grab a pre-packaged meal or Maggi cup noodle from the Express bar.
Maggi x Lufthansa
Re-designed vintage Lufthansa poster w/ Maggi seasoning sauce
Maggi x Swiss Air
Re-designed vintage Swiss air poster w/ Maggi seasoning sauce
Sample menu items
Featured menu items and dish ingredients pulled from Maggi's official properties in Egypt, Turkey, and India.
05   |   Strategy
Young adults, ages 18-35, income $45K+
United States
Food, travel, culture, Trader Joe's, Publix

Key points

Emphasizing authenticity

Several restaurants and store chains over the last few years have been lambasted for "culturally appropriating" international cuisines to fit the American palette, or what some would call the "white-washing" of food. We wanted to combat this trend by emphasizing the characteristic that has made Maggi successful worldwide -- authenticity and respect for local cuisine.

Attract new customers without alienating existing base

In addition to talking to individuals unfamiliar with Maggi, we also checked in with Maggi loyalists, many of whom are international students living in the United States or second-generation Americans. The Maggi brand carries a lot of love and nostalgia for many immigrant groups that now reside in the United States. In creating our new solution, we sought to capture a new audience while ensuring the brand remained recognizable to the people who made it successful in the first place.

06   |   Process
Research, synthesis, and ideation
We conducted an initial survey with over 50 people to get a general understanding of food inclination. We also delved deep into Maggi's brand to understand the breadth of the business, compiling a list of existing YouTube channels, websites, and recipes. After this, we synthesized our findings to narrow in on a few solution options.
Mapping an experience that meets your needs
In creating the mobile app, we explored onboarding flows that asked specific questions of new users to understand their top priorities — e.g. preferred cuisines, ingredient types, average time they spend in the kitchen. It was this initial phase of sketching flows that also inspired the building out of the additional product sections in the application.
Creating the Café
Creating the café was my favorite part of the process. I first wrote down all the key features the restaurant needed to address and created rough sketches of where different objects would be placed. I created several moodboards for interior decor, lighting, furniture, and machinery, working between both C4D and Adobe Dimension to create the final look. Airline posters were composited in Photoshop.
Testing our designs
We ran several rounds of testing with design mentors and our target user base. From the feedback given, we found that overall functionality of the application was well-liked, but subtle changes were made to design elements to improve accessibility and brand authenticity.
Bringing everything to life
After incorporating feedback, we went through several additional rounds of iteration in Figma, Framer, and Dimension to complete our final designs.
07   |   Reflection

Bridging gaps through love of food and discovery.

I grew up with Maggi in my household. Many of my friends who came from immigrant households also remember having a Maggi product in their home. But my team members had never heard of Maggi before we started this project. When we discussed the food we ate growing up, our experiences could not have been more different. However, it was this diversity that helped us find a solution that could cater to both of our upbringings — one that would give people like myself an opportunity to see Maggi in a different light and one that would encourage people like my teammates to try something new.

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