SNACK packs alternative branding strategy

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.