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Designed by mousegraphics, Greece.
The Briefing (In Brief)
We need a new logotype and packaging design for our canned foods
The target consumer
Consumers who shop for their household as well as buyers for restaurants and other, big consumption, areas.
The client is a Danish company and wishes to address both buyers of small and large quantities, mostly in North European countries. We used the name of the company founder to form the new logotype. We framed the existing handwritten version of this and balanced it with a small irregular hole-like sign next to it. Referencing a small food bite, a liquid spot or an ink drop this sign is becoming part of a larger packaging alphabet we designed for the assignment. As we had to predict different uses for small and large quantities, we assembled a group of original, recognizable and flexible visual tools: We invested in a new letter type, a custom made, hand over-painted, organic looking version of 'News Gothic MT'. We opted for clear images of canned food units avoiding shadows and depth graphics. We designed the logotype as a constant underlining visual reminder. Essential, well preserved cooking ingredients come forward as basic food grammar for all.
Designed by Foodwill – The Greek Food project, Greece.
Foodwill was asked to develop a new brand identity for Bariamis Traditional Sweet Delicacies. Our design was inspired by Greek tradition, childhood memories of family gatherings and simple but pure ingredients.
Bariamis Traditional Sweet Delicacies is, after all, a family run business that stills uses the original family recipes that date back to the 1930’s.
The company’s products come in two varieties:
Vanilla, a spoonful of which is always served in a glass of iced water.
Loukoumi, a traditional delicacy that comes in a variety of flavours.
Designed by Neumeister, Sweden.
Expertise through generations
When a farm known for its artisanal oil and food products has been family owned for 4 generations, heritage and tradition form the usual brief. But Gunnarshögs Gård came to us looking for more — an identity that not only conveyed their legacy, but also signalled the market leading expertise they had earned over generations.
With that challenge in mind, we sought to celebrate past success with a wholly modern expression. Marrying a graphic drawing of the actual Gunnarshögs farm with a persistent typeface and carefully chosen colour palette. Resulting in an identity that radiates appeal and tells a story of exquisitely modern products from a family company.
The distinctive G logo, inspired by how rap seed oil is cold pressed, anchors the new look bringing recognition and unity to the product range. Serving to also carry the Gunnarshögs mark of excellence into print material, signage and website.
Designed by Mikhail Kishkarev, Russia.
Packaging concept for a bread.
A packing unit for bread is made in accordance with the concept which is reflected in a Russian idiom “Bread is a head for everything” (an English variant sounds like: “Bread is the staff of life”).
On the packaging depicts a stylized: Metropolitan intellectual, the Soldier of the battle of Borodino, Gandhi and Ukrainian peasant.
Designed by Bosin design, Taiwan.
In traditional Tung Kang culture, people bought the fresh seafood with a warping of the bamboo leaf and tied with a ribbon made of same material, It’s a natural and economy way to pack but also full of hospitality.
Inspired from the traditional warping method, the sakura ice bar package is printed and textured to exactly resemble a bamboo leaf. We transform the bamboo leaf into the recyclable paper material and the ink is also Eco-friendly. The package presents the traditional and hospitality culture, moreover, it also remind people of the delicious sakura shrimps inside the ice bar.
Designed by Pearlfisher, United Kingdom.
Founding Partner & Chief Creative Officer: Jonathan Ford,
Creative Director: Sarah Cattle
Senior Designer: Vicki Willatts
Head of Words: Sylvie Saunders
Realisation Director: Shaun Jones
Senior Strategist: Rory Fegan
Account Director: Nicci Cooper
Pearlfisher London gets at the forefront of innovation creating Lurpak’s new slow-churned butter brand and in-home experience.
As part of a long-term relationship with Arla, Pearlfisher have created a new addition to the Lurpak range – Slow Churned Butter. The work spans brand strategy, structure innovation, packaging design and in-home experience.
Lurpak Slow Churned Butter is a distinctively delicious butter made using traditional dairy craftsmanship. It uses the famous and loved Lurpak recipe, but is made with a method inspired by the early dairy tradition – the cream is churned very slowly and is made in small batches to allow a unique fuller Lurpak taste and texture to develop.
Pearlfisher’s challenge for this project was to nurture what makes Lurpak iconic whilst developing a new brand design that would sit comfortably within the Lurpak portfolio and alongside the full range on the shelf. The result is a premium offer within the category that appeals to people who enjoy pure unadorned butter moments – it is the butter for butter connoisseurs.
Rory Fegan, Pearlfisher Senior Strategist, described the strategic approach, “Typically seen as the perfect partner to good food, we had the opportunity to build on Lurpak’s brand credentials and create a new brand that communicates the authenticity, taste and premium quality of the product in a modern way without risking it becoming niche.
The design challenge was to create a balance between the Lurpak brand equities and heritage and the artisan positioning of the new Lurpak Slow Churned Butter brand. The design idea of ‘deliciously authentic’ is executed across the identity, structure, parchment and outer wrap. The distinctive identity and innovative butter dish heroes butter in a novel way, evokes heritage, celebrates taste and brings to life an ‘everyday premium’ food experience - taking butter out of the fridge and putting it at the centre of the table.”
Pearlfisher Realisation Director, Shaun Jones, commented, “The creative process was complemented by a fresh and innovative approach stemming out of the brief to create a structure that plays to the pleasure of butter, allowing better interaction with the product and putting it back at the centre of attention. The presentation pack – which comes in the form of an innovative, beautifully designed and fully recyclable brushed aluminium butter dish – is one of the biggest innovations in the FMCG category. Our design celebrates the specialness of the brand as the most foodie of the Lurpak family, increasing retail visibility and on-shelf differentiation...on shelves that are full of plastic.”
Arla Vice President Global Butter & Spreads, Laurence Fischer, commented, “Lurpak speaks to an audience of food lovers, because like them, it knows that food matters. The quality of ingredients and where they come from is essential. It is about great food and the role it can play in making life enjoyable. With our products we look to encourage experimentation, invention and enjoyment in the kitchen. We may be over 100 years old but we look forward not back. We are modern and progressive.
Working closely with Pearlfisher we created a unique Lurpak brand that shifts the focus from being a food-lovers ingredient to celebrating the way good butter tastes and is consumed. Lurpak Slow Churned Butter identity and the innovative packaging design creates a new in-home brand experience taking FMCG and butter to an entirely new level.”
The new brand and packaging will be launched in the UK in November 2013 and will be rolling out across key global markets throughout 2013 and 2014.
Designed by Ground Branding Agency, Greece.
FeleaGoods exports Cretan goods to several European countries. The project was to package their olives of two kinds. Green and Black Kalamata Olives. Our brief was to create a label that would indicate the purity of the product and the love for the Cretan land. Apart from the natural colors and lines in our design we created a pattern that holds all the elements of Crete and its nature: the sun, the sea, the birds, the olive trees, the grapes, the land and the love of its people. By using this along with the Cretan goat the packaging immediately communicates its origin and its natural ingredients.
Designed by Wojtek Grzeluszka, Poland.
Diet-food.pl is a set of vegetable pasta with unique characteristic – it has Zero nett calories, Zero gluten, Zero sugar – healthy food for people who watch weight and for celiacs, vegetarians, vegans, diabets. Realisation includes: logotype, packaging and website layout.
Designed by by allink, Switzerland.
In charge at LaZoupa: Mauro Scotti (Marketing director)
In charge at allink: Christoph Schlatter (CD / Graphic), Jacqueline Felder (DTP)
Liquid Meals combine indulgence and convenience in a playful way
Among convenience food we should not have to go without culinary indulgence and a healthy diet, this is what LaZoupa is convinced. The start-up from Zurich, Switzerland has been selling premium, deep-frozen soups for some time. The soup range is now perfectly complemented by the Liquid Meals. The light meals can be enjoyed cold and are in line with premium and 100% natural convenience food.
allink was in charge of the concept of the packaging design. The modern way of indulgence and the playful way of the LaZoupa cooks with their ingredients inspired us to an innovative design solution. The angular, transparent surface allows a full view on the content, which reflects the honest and direct approach of the company. All design elements are arranged individually on every sort. Together with the bright colours of the liquid meals arises a range, which invites you to try and enjoy.
Designed by Sid Lee, Canada.
Co-Creative Director: Tom Koukodimos
Senior Graphic Designer: Flavio Carvalho
Senior Graphic Designer: Anna Sera Garcia
Graphic Designer: Oleg Portnoy
Copywriter: Pip Scowcroft, Laurent Abesdris
Illustrator: Ben Kwok
Photographer: Rob Fiocca, Steve Krug
Blue Goose Pure Food is a Canadian based organic & natural food brand that practices vertical integration and lives by the philosophy that if you look after your land and animals, they will look after you. They currently produce organic and natural beef, chicken and fish for the Canadian market. In developing the identity, we worked with LA based illustrator Ben Kwok to develop illustrations for the cow, chicken and fish that Blue Goose raises, and applied them to the packaging artwork.
Designed by grossgestalten, Denmark.
Olami is a handmade mini salami from the Eifel with different flavors.
The wooden box with branded logo, the mechanical copper closure, the Banda Role for tearing, the elegant, uncluttered typography, the reduced layout, the hand-drawn pig illustrations, the rough natural paper that covered, powerful colors based on the recipe of handmade mini salami - all elements of the Packagings are finely tuned and give the product a young and at the same quality and modern expression
Designed by Ideas that Kick, United States.
Designers: Jen Smith, Kate Carlson
Creative Director: Stefan Hartung
Photography: Stafford Photography
Minnesota-based breakfast cereal manufacturers MOM Brands recently tapped Minneapolis-based design consultancy Ideas that Kick for help extending a newly acquired natural baking mix brand into the breakfast cereal aisle.
Targeted at moms who want to provide their families natural breakfasts at an affordable price, Kick’s brand update and package design concept for Naturally Nora’s highlight authenticity of ingredients and made-from-scratch goodness.
“Nora was already cast as a baker with a conscience about what kind of treats she made for her family. Our design concept nodded at traditional grocery branding, but updated it with a more contemporary look and feel, too,” explains Kick president and brand strategist Mary Kemp. “Our visuals and messaging increase the brand’s value and equity with consumers by capitalizing on the authenticity that was the existing brand’s most relevant differentiator.”
“MOM Brands typically asks us to develop new brands for them,” adds Kick executive creative director Stefan Hartung. “Naturally Nora’s was a different kind of challenge, because a few primary branding elements were already in place, created for a different grocery category. Updating and extending those elements to stand out in the breakfast cereal aisle meant refining and redefining what attracted MOM Brands to Naturally Nora’s in the first place, always keeping in mind further extension possibilities. It helps when you have a great story to tell from the start.”
Naturally Nora’s was the seventh “shelf kicker” breakfast cereal packaging concept that Kick has created for MOM Brands in the last five years. The client was so happy with the results, Kick was tasked with updating the original packages for Naturally Nora’s baked goods, too. Cake and frosting mixes and breakfast cereals may not be shelved together in grocery stores, but Naturally Nora’s offerings in both categories now share Kick’s smart new design.