The Grillstad Spiced Salami range adds exciting new flavours to Grillstad’s original Jubel Salami, Norway’s most popular salami since 1974. With a desire to better express these new additions we were commissioned to develop an eye-catching and unexpected range identity.

Our approach was to make a clear connection with and build on the original Salami packaging, a symbol of an original and well-loved recipe, and create a range that would surprise, delight and could grow with time without the risk of becoming outdating.
Therefore, simplicity, immediacy of flavour and brand continuity were our priorities.

Our design solution forms a clear continuity with Grilstad’s Jubel Salami, yet with its own unique character and visual interest. We achieved this by maintaining the identifiable black, the distinctive Jubel script and salami serif but then made the most of pack shape with a cheerful, bold and large logotype with strong shelf impact.
By using three different shades of colour and type-shaped product windows, all of which alternate across four different packs, we balanced clear product views and flavour cues with a moment of the unexpected.