Ninjaplast is a Swedish plastic food wrap product with a unique packaging solution that addresses the difficulties often associated with cutting similar products effectively from a roll. Rather than a serrated card bar, Ninjaplast comes with a built-in and safe to use cutting blade that makes wrapping food a “fumble free” experience. The close relationship between product and packaging is enhanced by, and communicated through, a distinctive visual identity treatment developed by Stockholm-based Kurppa Hosk.

Based around a bold monolinear sans-serif, white text across black panels and fine illustrative detail, Kurppa Hosk’s approach mixes an everyday utility with the high qualities and technicality you might associate with professional kitchen products. This is built upon with an interesting and modernistic approach to posters — a particular highlight that increases the designer sensibilities of the packaging — which explore a contrast of form, colour and proportion within the context of the product.

The name, playful logo, the dressing of the product photography, silver ink detail and the use of Japanese characters — literal and subtle in their appropriation of Japanese culture and Samurai history — work well to build on the themes of sharpness, precision and order within the kitchen with a variety, as well as establishing a unique and communicative brand character appropriately split across both reductive and more detailed assets. The result effectively draws distinction from, and increases the perceived value of, a ubiquitous product.

Design: Kurppa Hosk. Opinion: Richard Baird. Fonts: Brown & Shin Go.