A vast landscape, cloaked in lush greenery, gently rolling hills and dense forest, all framed within a mighty mountain panorama: Styria, the green heart of Austria. It is here the idea of a natural and sustainable delicacy was born: pure gourmet shrimp, ‘Die Gebirgsgarnele’.
Our task was to connect the tradition-conscious and luxury-loving customer with the world of the mountain shrimp, customers who appreciate the novel, exotic and the exclusive.
The basis of the concept is the idea of harmony: it connects nature, shrimp and the end consumer.
The visual narrative was developed in parallel to a short poem which appears on the packaging. The poem tells of the green heart which contains the soul of Styria, towering mountains, still forests, winding streams and untouched lakes. This is where the mountain shrimp are raised, in harmony with nature for the purest possible taste.
'Das Geheimnis des grünen Herzens:
Im Inneren der steirischen Seele
verbirgt sich die reine Gebirgsgarnele,
naturbelassen aufgezogen,
im Lebenszyklus ausgewogen.
Geschmack, Genuss, Garnele pur:
Im Einklang mit uns'rer Natur.'
A natural and high-quality packaging invites the customer to experience this exclusive delicacy.
The recyclable soft shell features a matte texture and the semi transparent label reflects the translucency of the shrimp themselves. The experience of the mountain shrimp starts long before they are on the plate.
The logotype and figurative mark (image above left: "GG" Gebirgsgarnele) were inspired by the unique shape of the shrimp. The illustration is based on the harmony of nature while the poem tells the origin of the mountain shrimp and sets the mood for the mythical spirit.
Each of these elements combines to open the fairytale world of the mountain shrimp to the customer. The balanced interplay, of this high quality, delicate and tasty product is presented: in harmony with nature.
Industry: Food Retail
Year: November 2019
Theresa Feth – Design & Creative Director
Aaron Canning – Art Direction
Laura Feth – Copywriting (German)
Kevin van Kleef – 3D Visualisation
Project Title: The Mountain Shrimp
Description: Packaging Concept & Design for Bazzoka in Austria
