Salash Meats

Salash Delicatessen, a family-run smallgoods business based in Kumeu, proudly draws on four generations of Northern Serbian dry-cured meat expertise and tradition. Since relocating to New Zealand in 2009, it has steadily gained a loyal and dedicated following across the region, with ambitious plans to expand its reach into nationwide supermarkets. To distinguish itself in a competitive market, the brand recently refreshed its packaging, incorporating Eastern European-inspired designs, a distinctive Cyrillic-influenced wordmark, and a color palette reminiscent of the Serbian flag. The simple, large packs are designed to accommodate a variety of meat cuts while minimizing the use of excessive packaging materials. Labels feature bold, utilitarian typography that is applied by hand, reinforcing the authentic, artisanal quality of the products.

All images courtesy of Onfire Design.