Packaging redesign communicates SeaPak's rebranding
Posted by Lisa McTigue Pierce, Executive Editor -- Packaging Digest, 5/14/2013 1:09:16 PM
SeaPak frozen seafood, the No. 1 brand of specialty shrimp in the U.S., needed to strengthen and modernize brand identity across its entire portfolio.
Founded in St. Simons Island, Georgia and owned by Rich Products, the brand wanted to powerfully change its image on shelf. The company hired Smith Design to restage its packaging to bring its coastal-inspired flavors to life, strengthen branding, and improve shopability and findabillity at retail and club stores.
"Our efforts focused on building strong emotional and appetite appeal," says Jenna Smith, a partner at Smith Design. "While the line sits in the freezer case, the warmth evoked when enjoying a delicious seafood meal, is key to the communication."
Smith's team visualized the "taste of the coast" and developed a unique mark that is used on packaging and promotion, to transport consumers to their favorite, relaxing beach vacation. The package design features a weathered wooden table perched among the dunes with just a hint of coastline to convey the smell and feel of the ocean air.
"The inviting food imagery transports the consumer to a place that's both comfortable and appetizing," said Smith.
A fresh breeze opens the sail on the Seapak logo, while also leveraging the lighthouse heritage of St. Simons Island. Smith Design freshened the color palette—staying true to the brand's blue and red—and used bold flavor banding to help consumers find their favorite from among such product offerings as popcorn shrimp, tempura shrimp, shrimp scampi and crab cakes.
"Smith Design is a solution-driven partner," says Daryl Miller, director of marketing, seafood for the Rich Products Corp.'s Consumer Brands Div. "They delivered a range of strong design options to bring our ‘Taste of the Coast' vision to life. The resulting new brand system is contemporary, delivers great appetite appeal and differentiates the SeaPak brand from our competitors. Consumers have responded strongly to the new design as evidenced by our brand growth since the launch."
Source: Smith Design