BPO


Feldthusen designed by Mousegraphics

Packaging designed by Mousegraphics for Danish canned food brand Feldthusen

Feldthusen is a Danish canned food brand created for both the home buyer and restaurant bulk buyers of Northern Europe. Design agency Mousegraphics developed a new brand identity and packaging solution for Feldthusen that while relying on market conventions of hand drawn typography, script logotype, organic photographic detail and plenty of white space, delivers a communicative simplicity and sense of quality.

“We framed the existing handwritten version of this and balanced it with a small irregular hole-like sign next to it. Referencing a small food bite, a liquid spot or an ink drop this sign is becoming part of a larger packaging alphabet we designed for the assignment. As we had to predict different uses for small and large quantities, we assembled a group of original, recognizable and flexible visual tools: We invested in a new letter type, a custom made, hand over-painted, organic looking version of ‘News Gothic MT’. We opted for clear images of canned food units avoiding shadows and depth graphics. We designed the logotype as a constant underlining visual reminder. Essential, well preserved cooking ingredients come forward as basic food grammar for all.”

– Mousegraphics

Follow BP&O:
RSS
Facebook
Twitter

Packaging designed by Mousegraphics for Danish canned food brand Feldthusen

More packaging design work featured on BP&O:

Packaging - Valentto Olive Oil  Packaging - Olaf Olive Oil  Packaging - F. Whitlock & Sons


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.