Peach
Hobby home page
liahome
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

LRXD Adds Flavour to Honey Smoked Fish Co. Packaging

Creative 153 Add to collection

Agency creates two tone packaging for the Denver-based brand

LRXD Adds Flavour to Honey Smoked Fish Co. Packaging

Health and happiness advertising agency LRXD has created new packaging for Honey Smoked Fish Co. after extensive research with current and prospective customers. The brand’s POV? 'Life at full flavor'.

LRXD designed packaging for Original Honey Smoked Fish and five other flavours in the product line: Garlic & Herb Salmon, Mango Habanero Salmon, Orange Ginger Salmon, Cracked Pepper Salmon and Chipotle & Lime Salmon. The new design delivers more product information to shoppers in a look that better captures attention and represents the brand’s personality - which is bold, modern, health-conscious, convenient, caring, authentic and a little bit weird. It will begin hitting store shelves in September.

“Honey Smoked Fish Co. comes with a rich history, stemming from the founder who had a big personality that was ingrained into the quirky packaging and marketing,” said creative director Andy Dutlinger. “The new owners wanted an update to the brand that kept some of that personality alive, while modernising it. The new packaging is highly inspired by the original, with a design that takes its cues from old fish market signage.”

Research found that consumers valued Honey Smoked Fish for its quality, healthy, taste and company values. Full flavour was a strong brand driver and differentiator, and people also cited factors such as fresh from the ocean, never frozen, boneless, full of omega 3s and committed to ethical/best practices as reasons they bought it.

After testing four very discrete design treatments, LRXD created a final design that considered the consumer feedback. The new packages are two tone - sea blue and a contrasting colour - with a different hue corresponding to each SKU. Since research showed relaying information was essential, it was treated as key art, with bold pronouncements about flavor, freshness, convenience, health benefits and sustainable practices gracing both sides of the packages in sharply written, decorative-type treatments reminiscent of vintage painted signs.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Agency

Agency: LRXD

Creative Director: Andy Dutlinger

Designers: Kent Ervin, Sylvia Skinner

Copywriter: Greg Lewis

Senior Studio Artist: Stephen Hausrath

Chief Strategy Officer: Eric Kiker

Account Director: Alana Hancock

Senior Account Manager: Megan McClure


Client

Client: Honey Smoked Fish Co.

Chief Commercial Officer: Jim Pike

Director of Marketing: Jamie Larson

Categories: Food, Meat & Fish

Sapka Communications, Thu, 19 Sep 2019 09:54:18 GMT