Sperm Creative packages air-dried ham

Cheltenham-based Sperm Creative has designed the packaging for a British air-dried ham brand, Oxsprings.

Oxsprings, which launched six months ago, originally appointed Sperm Creative about four months ago to design its website and branding.

The Cotswolds-based company later asked the consultancy to create new packaging for the brand, in an attempt to emphasise the product’s versatility and strong flavour.

‘People are a bit scared of dried, cured ham, as they are not quite sure of what to do with it,’ says Richard Edgerton, creative director at Sperm Creative. ‘The packaging aims to educate people about what flavours go with the product.’

Minimal text on the front of pack aims to make the packaging look ‘punchy’.

‘The photography is there to try to arouse peoples’ taste buds, and packaging generally duplicates information anyway, so we decided to keep most of it on the back of the pack’ says Edgerton.

Oxspring’s new packaging will roll out in the next few weeks.