Proper Bacon. Proper Win at the 2026 DIELINE Awards.
Another sizzling international win for Onfire's Firestarters.
Onfire has picked up a Merit Award at the 2026 DIELINE Awards in the USA for our packaging redesign of Henderson’s Proper Bacon, recognised in the 'Fruits and Vegetables, Fish, Meat, Poultry & Alternatives' category.
The DIELINE Awards are one of the global packaging industry’s leading awards programmes, recognising exceptional creativity, innovation, craftsmanship and commercial thinking. In 2026, more than 1,500 entries from over 90 countries were assessed by an international jury of packaging experts, with just 76 projects receiving Merit recognition.
For Henderson’s, the challenge was to take a much-loved New Zealand family brand and give it greater relevance and impact without losing what made it special.
Henderson’s pioneered chemical-free bacon, but with clean eating becoming increasingly mainstream, the brand needed to stand for more than what it leaves out. Our answer was to reposition Henderson’s as a modern classic: natural, honest and seriously delicious.
Built around the idea “Delicious starts with good”, the redesign combines deep heritage green, bold typography, handcrafted illustration and a distinctive circular label inspired by traditional butcher shop signage. The result is unmistakably Henderson’s, with a stronger shelf presence and a more confident story around quality, craft and proper food.
And DIELINE agreed, describing the new look as premium, straightforward and instantly recognisable.
Onfire is New Zealand’s most internationally awarded brand and packaging design agency. We’re Idea Activists working across brand strategy, identity, packaging and communications for people who make stuff.
Our mission? Burn boring and build brands people give a damn about.
Congratulations to Henderson’s and our Onfire team. Another piece of Kiwi design making noise on the world stage.
