Karmøy Gravlaks

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Derrick Lin


Designed by Audun Aas, Matias Klingsholm, Ole Fredrik Ekern, Kristian Larsen and Cathrine Sagaute.

The Challenge

Pick a typical norwegian product and redesign the packaging for international launch, primarily in France. Pay attention to cultural differences and design the package so that it stands out in the typical french retail environment.

The Solution

We chose to promote the already well known norwegian salmon. As this is an already popular product in france, we decided to focus on a specific type of prepared salmon called Gravlaks. In addition to a standard package containing the usual sliced pieces, we also designed a longer, narrower package containing smaller slices ready to eat. The project was exhibited in france at Axe Sud, a french school of graphic arts and visual communication.

Karmøy Laks is a well respected producer of premium norwegian salmon. As told by the company profile at visitnorway.com: “It cannot be more special and it is not produced anywhere else – right here by the water’s edge, using age-old methods and traditional recipes. Every bite tastes of professional pride. It takes 100 hours to finish the product: filleting, salting, drying, smoking and maturing. The taste tells it all.