Axel's Pretzels — Hampton Hargreaves / Design for Print, Packaging and Interactive

Axel’s wanted to take their pretzels beyond the bakery by introducing a line of pre-packaged products for the home. HH started by creating a new identity for the brand — putting a face to the name with a custom illustration of the bakery’s namesake. Axel’s dedication to simplicity and quality is reflected throughout the brand’s sturdy typography and understated color palette.

The packaging system was designed to break through the clutter and poor visibility of the freezer aisle with bold messaging, vibrant colors and crisp photography.

Axel’s packaging was also designed to inform, with special attention paid to the instructional content so that buyers would avoid the sin of placing these premium twists in the microwave.