Designer: Jana Hestevold, Creative Director: Morten Throndsen, Project Manager: Susanne Munch-Rasmussen, Photography: Lisa Westgaard At Tinagent
Oriental dishes often take a long time to make and can require a certain expertise. Fjordland’s ready-meals make meals like these an easy everyday choice. With this proposition in mind we were asked to revitalise the packaging and identity for Fjordland’s Asian Ready-meals with a focus on authentic and adventurous recipes and flavours that bring an ’exotic flair’ to the Norwegian kitchen.
The importance of flavour, craft and ingredients was a critical and motivational factor at the heart of this work. We needed to highlight each recipe’s unique character, to be able to share the history and origin of these whilst creating a design that fit within a current brand architecture. Our approach sort to balance a communicative simplicity with thoughtful use of colour and inviting photography.
By focusing on the origin of the dishes our design brings to light the exotic tastes and varied experience of each dish. Their ingredients and unique ﬂavours come through in targeted product photography and a deep oriental purple. The Fjordland masterbrand serves to unite the range quickly and clearly, is easy to navigate for a vast variety of consumers and forms a continuity within the ongoing and wider visual language of Fjordland.