Nõo Lihavurst was initially intended only as an Estonian brand, but later extended to local Baltic and Russian markets with local translations of the brand name/concept … now they package many products customized with local brandings and local languages.

But then Nõo wanted to enter the snack international snack foods market, with a meat snack “cigar” yet scale realities of the packaging process demanded a language-neutral branding approach. English was chosen as a default language for product names, but what to do with the logo/brand name? The solution was to use the “meat prince” character, animated into a variety of product relevant poses, to anchor the brand.

With such a physically small pack there was an additional design challenge was how to find space to carry required product information in 4 languages – these are carried on the back, while the front gives lots of transparent space to inspect the product itself.