UK based Lyons Seafoods is relaunching next week with a new brand identity and packaging design. Lyons’s Seafoods appointed packaging communication specialists Reach to work on repositioning the brand to be more emotionally engaging to consumers.
Reach worked with consumers from the outset to identify the brand communication issues at the fixture and in their homes. The key insight was that consumers view prawns as sophisticated and a versatile foodstuff that they can be creative with. Yet they find the current marketplace pretty uninspiring.
The repositioning has created an ownable brand identity that evokes creative flair and style. By breaking category norms the new pack design produces excellent standout in both the freezer and chiller cabinets whilst also creating clear differentiation from both own label and branded competition.
From briefing to supermarket fixture was 3 months. This was only achievable due to Reach’s unique consumer informed creative process
Paul Vita, Marketing Director said "We have always been an "insight free" business and the process made us think very differently. In fact it has allowed us to lead the retailers regarding recommending (consumer focused) on pack comms which has never happened before.”
Lyons Seafoods is part of the Alfesca Group and enjoys category leadership in the Warm Water Prawns, Chilled Shellfish and Smoked Salmon Markets.
“ Our new brand proposition for Lyons Seafoods allowed us to create a distinctive package identity that expressed their expertise and the inspirational benefit of their simple, natural seafood products. The iconic prawn device was created to capture this essence in a fresh and modern style to reflect the new personality”. Mark Rylands, Creative Director
SOURCE: Lyons Seafoods