Hata Pack

All of Eastern Europe loves things fermented, sour, salted and pickled. Given today’s trend for fermentation, these traditional foods are a superfood — while the packaging comes from a time when nobody had even heard the word “super”.

That’s how HATA PACK was born. “Hata” meaning home, hut. That treasured place where the preserves are kept. “Pack” is both the new format and a team, gang, group of people — a hint at how the product actually gets eaten. A single-serve pack fits in your bag, in your fridge and in a courier’s delivery bag: order a pizza — get pickles with it, like you get your ginger sides with your sushi.

This project based on a big part of handicraft. We drew every character in ink, then took them into 3D, which lives perfectly on merch.

We didn’t just repackage the preserves — we changed the product’s vibe. HATA PACK gives you completely new dynamic: take this product with you, eat it with your hands at a party, lock in your gains after the gym with a big gulp of brine.