To reinforce Red Snapper as a brand, we borrowed the visual language of fashion retail material. By diverting the usual print budget away from the digipak, the packaging became an exercise in minimalism, with emphasis on materials and production techniques. A collection of swing tags, each with its own visual and textural characteristics, became the core design elements of the packaging. A 'super embossed' PVC tag, a silkscreen printed grey board tag, and a litho printed white card tag are secured to the blank digipak with a thin plastic kimble tag, which also fastens the digipak closed. If the kimble tag is cut, the three swing tags can be stored in the pouch on the inside flap of the digipak.
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