Project Type: Produced
Client: Syros NV
Product Launch Location: Europe
Packaging Contents: Rescued avocado’s
Packaging Substrate / Materials: cardboard / HPP
Create a brand with accompanying packaging that is clearly noticeable and distinctive, and is a trigger for communication around the rescued veg brand values. That was the question from Syros NV.
Loosely translated, Wonky means something like crooked or shaky and that is exactly what happens in the world of fruit and vegetables; 45% of all vegetables are wasted. What we are doing with Wonky is correcting the skewed proportions and simply processing all residual vegetables into a delicious Wonky dip.
In branding and packaging we use letters from which parts are missing (the logo) and sleeves that are clearly stuck on the packaging. It is precisely these defective parts that make up the design and thus symbolize the brand. Photography in collaboration with Christian Fielden, crooked sleeves with Printhuys and thanks to Isabel Verstraete and Syros.
The Wonky sleeve! Packaging manufacturer said they could not produce a sloppily glued banderol, but we managed to find a solution. Now it really stands out on shelf, without any extra costs.