The challenge was to break the traditional code of the smoked sausages category without neglecting the heritage of the product.
We made an unconventional choice by using light-colored packaging with old Dutch visuals. The illustrations, which are specially made for this package, show the heritage of the product. This is enhanced by the use of color, material and traditionally hand-made illustrations.
The heritage of the product can be found in the craft of these illustrations. The illustrations are inspired/ based on etchings from ‘The Rijksmuseum’. With the use of the matte light foil, we enhanced the feeling of authenticity.
By not making use of photography of complete meals (stew), we are different from the competition (A brands). We are playing into the moment and not the application.
The packaging breaks with the traditional code of the smoked sausage category, without having neglected the heritage of the product.