US frozen food business SeaPak Shrimp and Seafood has unveiled a new logo and packaging design across its more than 30 products.
SeaPak hired design agency Voicebox to better align the brand with its message of allowing busy families to escape the stress of mealtimes with easy-to-prepare seafood.
In a bid to separate SeaPak from others in the competitive frozen seafood section, Voicebox positioned the products on a nautical-themed white plank background with light blue accents. A more current font style was added as was the brand’s inception date.
SeaPak marketing manager Kristen Beadon said: “Voicebox’s substantial experience helping larger, well-established, high-quality brands refresh and reinvigorate their packaging made this process easy and fun.
“We are incredibly pleased that Voicebox’s new design allows SeaPak to break through the clutter of the freezer door, uphold and communicate our key brand benefits and is flexible enough to apply to new product additions.”
Voicebox creative director Jacques Rossouw added: “SeaPak’s insight and confidence to put the consumers’ lifestyle first in their brand messaging was key in our design process.
“Designing for today’s consumer involves listening and observing how a brand’s story is seen, heard and experienced in the market – something on which we as an agency pride ourselves – in order to deliver a package that has stopping power and communicates a compelling message to the consumer quickly and effectively.”
The redesigned packaging is now available in the US and includes products such as popcorn shrimp and shrimp scampi, as well as new launches pub style beer battered cod and pub style beer battered crab poppers.
© FoodBev Media Ltd 2018
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