Agency: Plato Creative
Project Type: Produced, Commercial Work
Client: Independent Fisheries
Location: Christchurch, New Zealand
Packaging Contents: Fish
Packaging Materials: Plastic
Independent Fisheries wanted an eye-catching return to the supermarkets after a long period of absence.
The challenge was to deliver a cost-effective, engaging range of packaging that would stand out in the cluttered frozen goods section. The product would compete at the mid to low end of the value chain as a New Zealand-made family favourite.
Understanding that we were competing in bulk open freezer bins, not the freestanding freezers 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.
The result has been exceptional with the product range rolling out nationally, bringing Independent Fisheries back to the table for New Zealand families. Plato Creative has been rewarded for the work with a Bronze at the New Zealand Best Design Awards.