Maggi Magic Asia Seasoning – Authenticity meets innovation

With over 95% market share, Maggi seasoning has been an icon on German spice racks for over a century. But with the rise of Asian flavor trends, a new stage is opening up for the brand: the development of an Asian seasoning that appeals to modern target groups and translates the familiar product concept into a new, flavor-inspired environment.

“Honey Sesame Style” is the first variety in this line extension and combines familiar Asian flavor components with the spicy depth of Maggi. Our design goal: to create a visual language that showcases the authenticity of Asian cuisine while remaining accessible and modern. The look deliberately breaks with the classic Maggi seasoning aesthetic, but remains true to the brand through the logo and bottle shape.

Dynamic typography, striking colors, and illustrative elements such as chopsticks and textured backgrounds create a bold look that appeals to younger consumers and stands out on the shelf. The design is part of the new “Asia Speedy” platform—developed for people who want to cook Asian food without compromising on authenticity.

The new Maggi Asia seasoning whets the appetite for more and shows how iconic brands can break into new worlds of flavor without losing their roots.