Hand-drawn illustrated character whose beard cleverly frames a transparent window, allows the product itself to become a central visual feature.

Creative smoked salmon packaging designed by Steph Yamey for Mr Flax.

Transparency is used with intent here. By allowing a clear view of smoked salmon, the packaging demonstrates the freshness of the fish.

Against competitors relying on cliche of luxury, Mr Flax uses wit and simplicity to break the visual rhythm of the shelf.

Mr Flax Salmon Packaging is instantly recognizable, easily extendable across flavors, and memorable long after the purchase decision is made.

Cool packaging design turns a food product into a considered and premium experience worth noticing.

The genius of the Mr Flax design lies in the beard. It frames the transparent window so the salmon itself becomes part of the character.

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