Hey Honey! Jam Me! Be Salty! Shinin’on!

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Derrick Lin


Creative Agency: D—Vine
Creative Directors: Elias Marques, Sérgio Correia
Project Type: Produced, Commercial Work
Client: Happycook
Location: Portugal
Packaging Contents: Honey, jam, salt, olive oil
Packaging Substrate / Materials: Paper, glass
Printing Process: Offset printing

Happycook is a fresh homemade meals Portuguese brand. The studio was asked to design a low budget packaging for 20 new gourmet products, in a different visual approach from previous released products.

The fist main design demand was to create a strong and emphasizing label identity so every product would standout from the shelves, aiming for a rupture with traditional visual language used for gourmet products. The concept was to humanise the labels so they could talk to an audience in a curious and captivating way, exploring street-vernacular expressions. The products were organised in four main categories so it was possible to associate a label’s expression to its content: “Hey honey!” for honey; “Jam me!” for jam; “Be salty!” for salt; “Shinin’on!” for olive oil.

Main messages were handwritten as if they were draw with jam or honey, sliding around the label.