TIND Spekevarer wishes to compete in the market for premium cured meats, a market characterised by imported products. The packaging shall assist in distinguishing the manufacturers’ products clearly from standard Norwegian products, and the design shall give an exclusive, crafted and authentic impression.

The jury’s verdict:
TIND has chosen a modern expression that challenges the consumer’s notions of how Norwegian cured meats should be presented. This is a testimony to courage and innovation in an industry characterised by generic products. The design has been very carefully thought through - even the inside of the packaging tells a story. The graphic design plays on the company’s long traditions and shows where cured meats are made and where animals graze. This gives the product’s credibility and authenticity. The cartons have a practical design in respect of transport. All in all the design gives an exclusive and stylish expression that can give cured meats a renaissance among younger target groups.

Company: Tind Spekevarer AS

Project group company: www.tind.comBjørn Ringstad (Strategic advisor), Rune Lødøen (Managing director), Arne Søreide (Member of the board), Helge Krane (Consultant in Edge Consulting), Severin Roald (Consultant in Burson Marsteller) and Nichlas Tangen (Panorama Design)

Design: Panorama Design

Project group design company: www.panoramadesign.noNichlas Tangen, Morten Fornebo and Knut Bang

Award / year: Award for Design Excellence - 2007

Category: Graphic design