Creative Director: Caroline Claassen
Graphic Designer: Aldrin Sy
Project Type: Produced
Client: Hungry Belgians & DIKNEK
Product Launch Location: Global
Packaging Contents: Sauce
Packaging Substrate / Materials: Plastic
Printing Process: Digital print
DIKNEK is a new sauce brand that will blow your mind in many different ways. Quality, flavours, craziness. DIKNEK has it all. We started working on DIKNEK at the end of February 2021. 5 months later, we ended up with 25 unique labels. One for every sauce. Each label includes the by us created mascot: DIKNEK.
The mascot, over time, developed its own character which we tried to put into every label. He’s self-confident, a bit arrogant, stupid and yet, very likeable. The total project includes 100+ illustrations, two logos, two brand books, a character book, 25 mock-ups, a bathrobe, necklace and flip flop design, a brochure, flyers, a website including a webshop, 15 Lottie animations and 100 kilos of Belgium fries (we wish). And, of course, the 25 labels
Unique about the DIKNEK project is the combination of the mascot and the 25 unique labels. We developed a very easy to identify guy called DIKNEK, whose character traits easily shine through in the different labels.
In each label, we see a part of DIKNEK’s journey, a part of his adventurous life in Belgium. He calls himself ‘the King of the Sauces’ and isn’t afraid to let everyone know that the DIKNEK sauces are simply the best.
Important to us was to show the ‘DIKNEK doesn’t care’ mentality in every label. The stories displayed on the labels are edgy and make people laugh. And that was exactly our goal!