Extrem Premium

Extrem is a new brand of Iberian ham made from free-range, acorn-fed Iberian pigs. The company aspires to position itself among the leading brands in its category and, to achieve this, required innovative packaging for its sliced ham—something clearly differentiated from its competitors.

Most competing products are sold in food stores and gourmet shops, typically packaged in cardboard or even tins. As a premium-quality product with a corresponding price positioning, Extrem needed packaging that reflected its value. The challenge lay in standing out without increasing costs. Our response was to explore alternative shapes and materials that remained within budget while being unmistakably distinctive.

At L&C, there is an approach we particularly value: introducing materials or features drawn from other sectors, far removed from the conventional “universe” of the product at hand. This led us to consider moulded cellulose pulp—a material commonly used for egg packaging and for protecting fragile electronic devices. It is a humble material, free from preconceived semantic associations.

When produced in large quantities, cellulose pulp offers a very low unit cost. With this, we had our proposal for Extrem: a packaging solution that stands out for its innovation and visual identity, while also offering clear advantages in terms of cost and sustainability. The material itself functions as a hinge, allowing the package to be formed from a single piece. It incorporates a mandatory circular window—essential for displaying the ham—created directly in the mould, as is the brand engraving, eliminating the need for any additional printing process. The pack is closed with a simple piece of string, a traditional element closely associated with the curing and presentation of ham.