Pickles reinvented
HATA Pack is a new brand of pickled vegetables: cucumbers, carrots, cabbage and cherry tomatoes in stand-up pouches and handy cups. The brand was built from scratch for Gen Z, who look for tasty, natural snacks with character.
HATA Pack
Brand naming, brand creation, packaging design
Challenge
Pickles bring to mind grandma’s jar and a home pantry. For Gen Z they are the taste of childhood, but not a snack you grab when you are out, and the category on the shelf looks much the same and speaks mostly to older shoppers. We had to reinvent pickles so that young people would reach for them as naturally as for chips or fries.
Idea
We created a name that connects two worlds. Hata is a traditional Slavic country house where homemade preserves, family recipes and memories are kept, and pack is a group of friends and a handy take-away format. This combination gave rise to the brand idea “born in hata, for the pack” and its tone of voice: local, loud and loved. The tradition stays inside, while on the outside the pickles speak the language of Gen Z.
Solution
We created a bold, large HATA Pack logo and a packaging system in which every flavour has its own juicy colour. The brand heroes are the vegetables themselves, hand-drawn in ink: the tomato is the boss of the block in dark sunglasses, the cucumber is the smart one in glasses, the carrot has the best hairdo and the cabbage is always dressed warmly. Quality is watched over by Gary, a little bug from the quality control department. The system is completed by “Good & Natural” tags and short lines that sound like a social media post.
Scope of work
Brand name, logo, graphic system, character illustrations and their 3D versions, packaging design for two formats (pouches and cups) in four flavours, hang tags, wrapping paper, posters, key visual and merch: caps, pins and keychains.
Result
HATA Pack gained a distinctive brand and a recognisable pack of characters. Pickles from the pantry became a snack with character, one you want to post on Instagram, not just hide in the fridge.
Publications
The project was featured by an industry website about packaging design: Packaging of the World.
