Anthem | FIT | Mayr-Melnhof | Paragraph | Webb Scarlett

Mayr-Melnhof Packaging, Vienna, Austria

Click an image to view fully interactive 3D models of each design.

Our European team of designers harkened back to Bilinski's Ukrainian roots to investigate cultural images and folkloric influences. The exploration fed brainstorming sessions and, hence, worked into the redesign process an essence of the meat products' "character"—and, implicitly, their taste. The primary aim of such effort? To convey a sense of the products as established and time-honored, as well as fresh and inventive.

For example, smoked sausage inside a traditional preserving jar fixed with a linen cap and tied with a band suggests the familiar, and also offers product visibility. The package design even includes a "sausage elevator"—a plastic device that lets fingers lift sausages out of their glass container with ease.

Spinach chicken sausage inside a stylized "carton bag" is likewise designed to communicate integrity and good taste. The "sawtooth" cutout element and chicken illustration on the front help to communicate ideas about the product, including its distinction as "fully cooked," "great in all pasta dishes," and "all natural," and therefore reliably high-quality.

"Font choices also help to reinforce ‘all-natural' styling and taste," says the Mayr-Melnhof design team's detailed proposal of the Bilinski kielbasa. The kielbasa is also "bedded" inside a carton tray with a cow and pig gazing at the all-natural slogan to further convey a positive association with the product and, hopefully, increase sales for the client.

Mayr-Melnhof presented Bilinski's products as established and time-honored as well as fresh and inventive. Type treatments help to reinforce "all-natural" styling and taste. The team chose a carton bag for the chicken sausage to communicate integrity and good taste, and "bedded" the kielbasa inside a carton tray for comfortable handling.