Packaging design development for a food range for Wassim Hallal

Gourmet chef Wassim Hallal is behind the ambitious SMAG project for nemlig.com. SMAG is a 100% Danish product range where consumers can explore a wide range of tasty products of the highest quality.

Wassim Hallal runs the Frederikshøj restaurant in Aarhus. He is passionate about good local produce and providing high-quality products. He has travelled around Denmark to select the best family-owned farms, nurseries, butchers, distilleries and other food producers as partners. Together, they have developed recipes and products for the SMAG range. Therefore, the expression of quality in the packaging design and the storytelling associated with each product and manufacturer are vital. The broad range includes everything from cheese to soft drinks and gin to mayonnaises, beer and bacon. SMAG is for when everyday shouldn’t taste like everyday.

Classic and modern packaging design creates a strong product range

A strong identity that underpins the high quality of the products and stands out on nemlig.com’s online sales channel.

The packaging design is based on the deep green brand colour, with sections of the letters SMAG in a darker tone. Combined with copper in the SMAG and WH logo, it creates an exclusive, classic look. A fresh modern colour universe has been added to the typography to communicate the individual products, which also ensures a clear differentiation in the strong, green identity. And, of course, there is a particular focus on storytelling, which is crucial in this food range.

You can see the current products at nemlig.com HERE