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New Logo and Packaging for Oumph! by Snask

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Reviewed Apr. 7, 2015 by Armin

Industry / Consumer products Tags /

Launched this year, Oumph! is a new line of ready-to-cook vegetarian meals made from soy protein concocted to feel and taste like meat, available in strips or chunks and in a number of seasonings. The product is available in Sweden and produced by Food for Progress Scandinavia AB, an organization developing sustainable food options. The identity and packaging for Oumph! has been designed by Stockholm-based Snask.

The brand identity feels off the hook, punk, and raw since the brand is anything but your run-of-the-mill, boring eco-friendly veggie product.”The brand is a revolution and a punch in the face. The graphic identity was crafted and inspired by the look and feel of food trucks and chalkboard scribbles.

Snask project page

New Logo and Packaging for Oumph! by Snask
Logo detail.

The logo starts to set the tone for the rest of the packaging in the form of a simple sans serif that has been hand-brushed. On its own it’s nothing revolutionary and the “O” could have used a little thickening to match the rest of the letters but as part of the larger hand-drawn system of the packaging it’s a solid starting point.

New Logo and Packaging for Oumph! by Snask
Hand-brushed names for all flavors.
New Logo and Packaging for Oumph! by Snask
Source photography before putting type on it. Food styling by Elisabeth Johansson and photography by Wolfgang Kleinschmidt.

What makes this project sizzle to me is the product photography being extremely rich and dense in composition, color, and even background. We are so used to food photography being happy and friendly on white backgrounds and soft lighting that it’s refreshing to see something a little more dramatic and with a purposeful and tangible sense of art direction.

New Logo and Packaging for Oumph! by Snask
Flavor varieties.
New Logo and Packaging for Oumph! by Snask
New Logo and Packaging for Oumph! by Snask
New Logo and Packaging for Oumph! by Snask
A few of the flavors.
New Logo and Packaging for Oumph! by Snask
Detail.
New Logo and Packaging for Oumph! by Snask
Pile.

The combination of the wonderful photography and the white hand-lettering against the gray, rusty backgrounds make for a very distinctive packaging that definitely does justice to the name of the product. I also enjoy that not every flavor variety is the exact same layout structure as you see in most packaging systems but instead the bursts of type and information adapt to the names of the flavors and the contours of the photography. If I saw this in the frozen food section of my grocery story I would totally go for it. (Then I might realize it’s soy protein and remember why I love a good steak.)

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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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