Case · Knorr Professional (Unilever)
A site that turns 165 years of household recognition into credibility inside Michelin kitchens.
Knorr has been the taste of home cooking in 88% of Mexican households since 1961. That recognition doesn't translate just by repeating it: in a professional kitchen, trust is earned with operational evidence, not brand nostalgia.
Build credibility in layers, in the same order a chef would demand it: heritage first, then real culinary authority, then measurable operational value, and only then the practical application — the recipe.
Content architecture
Arrival in Mexico and presence in Mexican households, as the foundation for sensory familiarity.
First Mexican Michelin-starred chef and a James Beard Award winner, as social proof.
Consistency, speed, yield, and versatility — the business case for an executive chef.
Birria, green pozole, tortilla soup — the idea turned into real menu use.
The craft
Beyond the homepage
Every recipe lives in a repeatable template: editorial credit by chef, prep time and yield, a preparation video, and real production notes — sauce adjustments, resting time, substitutions valid at volume. It's written for a kitchen that will actually use it, not for a banner.
The reusable system
The same component repeats across every testimonial: an uppercase tag carries the credential, and the name closes it. It doesn't decorate — it establishes why that voice matters before the reader gets to the quote. It's the piece that proves systems thinking, not just page-by-page craft.
Carlos Gaytán
"Authenticity isn't optional. It's built layer by layer."
Pati Jinich
"Mexican cuisine isn't a single flavor. It's a universe of regions, techniques, and traditions."
The site is built and live. Publication on Knorr's official channels is pending client-side organizational changes (an ongoing sale process), so there are no attributable conversion metrics yet.
What is verifiable evidence here: complete information architecture, a reusable component system, and a brand argument built for a specific professional audience — not a generic e-commerce template.