Patakukkonen is a Finnish traditional oven baked kukko (pie) made from regional ingredients. Based on a young boy’s memory of his grandmother’s cooking, the brief was to develop a unique and modern brand based on traditional values, exploring classic Finnish foods. PACKLAB’s biggest challenge was the diverse environments that would showcase the product. From small cafes to major retailers, the packaging had to work equally in low counter refrigerators, the high-standing door refrigerators of convenience stores, standard food retailing refrigerators and even promotion refrigerators found in expensive food courts and airport food stores. A debate ensued between the design team and the client with regard to whether a single packaging solution could work optimally in each retail environment, yet still be relevant and differentiating. Balancing information, imagery and space, the final design can be merchandised in five different ways.