Understanding that we were competing with boxed products, was key to defining the packaging approach and design. This, and the use of monotone prints and flow-wrapped trays helped us to break outside the category trend of using product photography and blue colour palettes.

A graphic family of different fish types was created to represent each of the different product varieties. Vibrant colours were picked to create a point of difference and enhance shelf impact. The textured background and graphic device of a blackboard established a bespoke “fresh from the fishmonger” feel.