HAJOK Design

Mühlenkamp, Hamburg, Deutschland

Design: HAJOK Design
Location: Germany
Project Type: Produced
Client: Tims Kanadische Backwaren
Product Launch Location: Europe
Packaging Contents: Pastry
Packaging Substrate / Materials: Cardboard

Mini biscuits – maximum taste

Originally from Canada, Tim learned to bake from his mother Flora Jane and continued to develop her wonderful recipes in his adopted home town of Berlin. This combination of traditional and modern aspects of the brand were to be communicated on-pack.

The client made things very easy for HAJOK with this project, since the likeable founder behind the brand, Tim Coughlin, is quite a character himself. Full of vigour, he continues to develop his mother’s Canadian recipes from his native Ontario. What began with a small stand at a weekly market in Berlin has become a real success story, with Tim’s products now being sold in large delicatessen shops and trendy cafés throughout Berlin. Despite the large volumes, they are still baked with a lot of love, by hand and without preservatives.

The previous packaging design for the sweet pastries had looked quite industrial and impersonal. HAJOK’s creative work was to change this: the task was to reflect the hand-crafted character of the products on-pack. The passion and great care taken in making the biscuits and cakes was to be highlighted with a special colour scheme and typography.

The pastel shades, handwritten logo and a hand-drawn portrait of Tim’s mother Flora Jane – all of which radiates the approachable, welcoming values of the brand, delighting consumers not only with the contents, but also with the appealing packaging design. The small seal uniting Canada and Berlin stands for the high quality of the products.