Branding & Packaging Design for Lumberjack’s Can

During the COVID-20 pandemic, one of our catering and event industry clients faced a serious challenge. With mass events suddenly suspended, their catering business lost its primary source of revenue. The kitchen team – chefs, assistants, and staff – along with existing food supplies, were left without purpose.

That’s when the idea for “Pucha Drwala” (Lumberjack’s Can) was born – a line of artisanal, ready-to-eat canned meals crafted “for real men”. The concept was simple yet bold: the head chef would prepare a small-batch series of gourmet meals, preserved in cans for durability and convenience.

Our role was to bring this brand to life. The client tasked us with creating the logo, brand identity, and packaging system. We designed a comic-style lumberjack character as the brand’s face and developed a clever labelling system: a die-cut cardboard band with the large “Pucha Drwala” logo, combined with over 20 unique wrap designs for the cans. This allowed production in a limited series of 100-200 cans, while still ensuring each batch looked distinctive, bold, and instantly recognisable.

In the next stage, we extended the visual identity into motion. We produced a series of social-media-ready videos that matched the packaging’s bold, comic-inspired style – supporting the brand launch and helping the client communicate the product across Instagram, Facebook and TikTok.

Abarel’s scope:

• Brand strategy & naming translation (“Lumberjack’s Can”)

• Logo design (comic-inspired lumberjack character)

• Packaging & labeling system (universal cardboard sleeve + 20 can wraps)

• Visual identity for small-batch production

• Social media video content aligned with the packaging design

The result?
A rustic, masculine food brand with strong visual impact – turning a crisis into a creative new business line.