Patakukkonen is a Finnish traditional oven baked kukko (pie) made from regional ingredients. Based on a young boyʼs memory of his grandmotherʼs cooking, the brief was to develop an unique and modern brand based on traditional values, exploring classic Finnish foods. For PACKLAB, an inspiring creative opportunity came from working around the challenge presented by the diverse environments where the product would be showcased. From small cafes to major retailers, the packaging had to work equally in low counter refrigerators, high-standing door refrigerators of convenience stores, and even promotion refrigerators found in upscale food courts and airport food stores. We thus aimed at resolving 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, while optimising shelf space and accentuating the new distinct identity of the brand.