In 2007 we created the Pash identity and a range of packaging solutions for their fruit juices and fresh herbs range. Buoyed by the success, Jimmy Vella asked us to turn a hand to nuts and dried fruit.

The solution to this project was again to take the simple approach. That and a healthy dose of humor. A quick bit of market research and a few bags of pistachios later it was clear that most of the competing packages in this food category looked dated and lacked shelf presence. We wanted to create a design that had standout and wasn’t afraid to be different.

We considered the impact the package would have once it was taken home and brought out and perhaps shared around, and designed the package to be memorable and fun. It was also important that it complimented the rest of the Pash product range. The name does what is says on the tin and provides a strong sense of brand confidence.

There’s also a bit of word play and healthy associations brought out too. Backed up by simple honest type and colours to match, the package allowed Jimmy Vella to introduce a memorable and humorous newcomer to the category.