Type_ Branding, Art Direction, Photography
Deliverables_ Brand Identity, Packaging, Labels, Product & Food Photography, Website, Expo
When everyone started to bake their own bread during the lockdown, HP & Bessa Odendaal made the South African treat they missed the most in locked-down Hong Kong: Biltong. It quickly became a hit with fellow South Africans in Hong Kong, and "Aitch's" was born. Since then, they have grown into a successful business providing many other products.
So naturally, their homemade logo wasn't enough anymore, so they needed a complete overhaul of their branding while keeping the by-now established logo.
To set themselves apart from all the other rustic packs on the snack shelf and to honour the exclusive Wagyu they use, high-end packaging was the goal. By reducing the design to the essentials and keeping it minimal and clean, the pack feels slick, stylish and upscale.
I also art directed and shot the product and commercial photography.
For their new line of a lean version, we adjusted the packaging only in colour. Red, an auspicious colour in HK and the only other colour in Aitch's branding, was a clear choice. It truly pops from the shelf!