Services: Advertising, Brand Activation, Creative
Independent Fisheries wanted an eye-catching return to the supermarkets after a long period of absence. The challenge was to deliver a cost effective and engaging range of packaging that would stand out in the cluttered frozen goods section.
We worked in partnership with Independent Fisheries from the start and throughout the creative process. The challenge was to give their products a new look and feel to reignite brand loyalty and attract new customers.
With a graphic family of different fish types, monochromatic prints and flow-wrapped trays, the packaging sticks out from the typical product photography and blue colour palettes. A product window, which plays on the shape of a fish, makes the packaging jump from the crowded frozen foods section.
Vibrant colours enhance shelf impact and create a point of difference, while the textured background and graphic device of a blackboard gives a bespoke "fresh from the fishmonger" feel.
The packaging was honoured at the New Zealand Best Design Awards and the Australian AGDA Design Awards, and recognised on numerous design blogs around the world.