Cook & Nelson (C&N) are obsessed with great food. They scour the globe to find products that are life-changingly delicious, each having been lovingly created by a master craftsperson for whom exceptional flavour is of the utmost importance. Gifting season was approaching with hamper enquires coming in thick and fast. C&N felt they would be selling their products short by just packing them into anonymous wood-shaving-filled boxes or, even worse… cellophane wrapped wicker baskets. So they set out to turn the gifting experience on its head, creating something extraordinary, compelling and to redefine the traditional hamper.
A weighty, humble, non-assuming cube that’s not immediately clear what it is, nor how it’s opened. Though finding the tear-tab, you can start peeling it open – slowly revealing multiple, various sized boxes; meticulously developed and crafted to sit and stack together, perfectly cubed. It leaves the recipient wondering how to tackle them all and even where to start, like a child at Christmas. Each box tells the story of the origin and region of the product with a deconstructed graphic flag, and upon opening each box there’s a simple pull tray, revealing the gift.
Structural Packaging Design: Think Packaging ( https://thinkpack.co.nz/)
All graphic design, flag concept development & illustration: Butcher & Butcher (http://butcherandbutcher.co.nz/)
Photography: Kevin Emirali // Photographic art direction + edits: Shiv Narandas