Beyond the blue
7 Seas approached us to develop packaging concepts for their boxed frozen fish products. Market research revealed white space in the frozen fish category for a more sophisticated design approach.
We wanted to avoid the ubiquitous cartoonish bright blue theme common in competing products. Instead, we paired bright key colors with illustrative appetizing photography, layered on a deeper ocean blue that establishes an aura of quality and authenticity.
The design system reflects the company's core values: quality ingredients and sustainable sourcing from BC waters.
Wild salmon jerky
For the salmon jerky line, we developed stand-up pouch packaging that tells a compelling brand story. The dramatic bear imagery instantly communicates wild-caught Canadian salmon, while the bold typography and clear benefit callouts drive purchase intent.
Multiple flavor variants including Canadian Maple and Hot Pepper were designed to work as a cohesive family while maintaining individual shelf appeal.
