Creative Agency: McCANN Belgrade
Creative director: Vladimir Cosic
Associate Creative Director: Lidija Milovanovic
Copywriter: Milos Paunovic, Marija Stosic
Designer: Natasha Radosavljevic
Project Type: Produced, Commercial Work
Redesign the packaging for several types of hams, salami, and sausages, all belonging to the same brand: a well-trusted, traditional, albeit sleeping giant. The brand was not active for a while; it needed to remind people that it was there, that it still stood for high quality and was as modern and fresh as its products were tasty.
Imagined, produced, packaged with care… Just like in the old days.
Remember how each piece of ham used to be individually covered with paper, love and a few good words from your local shopkeeper? Remember that thin rope that used to be wrapped around the juiciest sausages? Remember when food tasted like joy? The traditional, or traditional-looking packaging is very much on-trend in the design world; it is this trend we are tapping into, along with the trust and rich history that our client’s brand is known for. Each packaging looks like it was hand-wrapped and cared for, and hand-stamped with statements of quality. The particular colours were chosen to distinguish the products on the shelves / in the shop fridges, as well as to communicate the step into the modern times, and the inherent joy of food.