Boutique smoked salmon providore Mr Flax is the brainchild of charismatic foodie Julian Flax. His mission is to make the most delicious salmon possible so he uses premium produce and hand crafted techniques. This results in products at the top of the price range for the category.

The packaging design needed to convey the premium and artisanal aspects of the product to justify the price tag but Julian and I also felt it was important to inject some of his personality into the brand that carries his name. This personality is what makes the product stand out on the shelf amongst its competitors.

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