Nestle Foods wanted to introduce a new range of salami meats across Europe, to be positioned as a high-end and desirable product. They approached Xmi to design new labels for each existing meat package, as the existing ones (used only in Ireland) were not suitable for that purpose.

The old labels featured heavily stylized illustrations and blocky typography. It as quickly apparent that this was unsuitable and did not convey the qualities that Nestle wanted, nor did it appeal to a savvy European audience.

I decided to strip back the design to let each products qualities shine through. I designed the new labels around clean typography and a set of new photographic images which would showcase the product in the manner of its intended usage. I photo-directed each shot over a two day shoot with top Irish food photographer Neil Mac Dougald (styled by Ann Kenny). The typography highlighted the product name and the style of salami (regional, low-fat, added pepper etc), as well as the number of slices in the pack and the product details lastly. The overall effect is of a clean, accessible design which stands out on the shelf, and which was very well received in the European markets on launch.