Fuji Crab

Design: Ferma Branding Agency
Location: Russia
Project Type: Produced
Client: Meridian
Product Launch Location: Russia
Packaging Contents: Crab sticks
Packaging Substrate / Materials: Plastic
Printing Process: Digital printing

Meridian is a company that produces high-quality fish and seafood. Our task was to develop a packaging design for the new premium product «Snow Crab». The new product: crab sticks rich in surimi.

Surimi originated in Japan. Therefore, as a visual metaphor, we chose the enigmatic Japan and its main symbol: Mount Fuji. The design reflects the idea of gourmet food. The clean, minimalist layout emphasises the high quality of the products. The packaging features an illustration of a folded bamboo leaf that resembles Mount Fuji. A crab stick is depicted at the very top, which is a graphic metaphor for the «pinnacle of taste». The packaging design idea is supported by the name «Fuji Crab» written in the style of Japanese calligraphy.

The vertical layout delivering consumer information reinforces the metaphorical message, while being reminiscent of the characteristics of Japanese writing. The main advantages of the product are presented on the left in the shape of icons in order to simplify their reading by consumers.

What’s Unique?
As surimi originated in Japan, the packaging features an illustration of a folded bamboo leaf that resembles Mount Fuji.