ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Food / Beverage / Food - Series
Annual ID
ADC_PKG20_025M
About the Work
In the dark depths of the clear Norwegian sea, a nutritious delicacy has been hidden. Gourmet-standard seaweed of unparalleled quality; Mǽr. The name ‘Mǽr’ is old Norse and means is «the untouched». It is drawn from the nature of the seaweed; hiding in the depths of the ocean, staying pure and unspoiled. Seaweed is loaded with nutrients and flavour, and adding small amounts of Mǽr will produce a big impact. This inspired the slogan; Less is Mǽr. The design philosophy ‘Less is more’ is one of the characteristics of Scandinavian minimalism, which is present in the brand aesthetic. The logotype is inspired by the product itself. The ǽ is drawn with an idea of continuation, a shape that can grow to create graphic ‘seaweed’ patterns. The pattern is embossed into the tube, mimicking the shy nature of the seaweed. The colours are drawn from the nature of the deep and kept in a natural saturation. The flavours have been put into categories, with a colour for each category and a different hue for each flavour. From the sea to the shelf, the environment is always in focus, therefore the packaging materials have all been chosen for their environmentally responsible qualities.
2020 Awards
Total Points: 2
Merit Honor
Credits
Design Firm
Kind / Bergen
Chief Creative Officer
Tom Emil Olsen
Chief Design Officer
Knut Harald Longva
Photographer
Christoffer Meyer
Hallstein D. Malla
Strategist
Thomas Danielsen
Account Team
Beate Myren Romslo
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