The London Charcutier

How do you communicate one man's passion, the product and the main ingredient in one? The London Charcutier is the brainchild of Simon Hodge, a trained chef with a passion for ethics, local sourcing and charcuterie. We got to know him and his personality over a number of meetings, discussing all sorts of subjects to get to know him, not just his brand. When someone is the brand, you have to find out more about them. The brand identity is him. But packaging is also about selling a product. The cut-outs reinforce the flavours at a glance and also show off the product. Having spent decades working with supermarkets and being party to their customer research, we know that people like to see product and get frustrated when they can't. It also meant we didn't have to spend lots of money on product photography. We organised the print, which was on recycled board, with vegetable based inks to make it as eco friendly as possible while also protecting and selling the product.