Kurppa Hosk Rebrands Swedish Seafood Brand Korshags with Nordic Packaging

Stockholm-based design studio Kurppa Hosk has created a new packaging design and brand identity for Korshags, the new name of Swedish seafood company Falkenbergs Lax. The family-owned smokehouse, established over thirty-five years ago on the west coast of Sweden, has evolved from a local smoked salmon shop into a major fish supplier. To reflect its broader seafood range, the company adopted the family name Korshags. The design features a custom serif wordmark with curved strokes and round ball terminals, evoking classic ocean signage. A round seal depicting a stone bridge, ocean waves, and green trees honors the coastal town of Falkenberg. The packaging uses sturdy paper carrier bags in pastel colors—pink with the seal and pale blue with the wordmark—along with kraft paper for a tactile feel. Small cards feature a blind stamp of the town seal, and branded plastic bag clips and paper receipts complete the identity. The design aims to balance traditional craft with modern retail, emphasizing clarity and Nordic restraint. The project is showcased on Behance.