Grace Buckley

Starpack: Norwegian Fishcakes Jump off the Shelves / / Fjord Fishery

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The brand identity of Fjord Fishery is inspired by Norways natural gifts: the Northern Lights and fjords. The main imagery involves the Northern Lights over a Norwegian Fjord watercolour which was inverted in Photoshop. Norway is famous for its salmon and is one of its main exports. The hand drawn/painted theme gives an organic feel to the branding reflecting the sustainable brand values. Gill Sans was chosen because it is clear and stands out well against the detail of the fish illustration and the painting. The blue signature colour is eye dropped from the Northern Lights painting.

Grace Buckley

Starpack: Norwegian Fishcakes Jump off the Shelves / / Fjord Fishery

Branding

375mm

4
55mm

Grace Buckley

15mm

60mm

205mm

60mm

The packaging is hexagonal design that is structured and protective of the fish cakes inside, which are stacked on top of one another. If it was made in industry it would be made with carton board and printed using offset lithography.

The string tie at the top goes with the sustainable, environmentally friendly feel of the design, but as it is not that secure, the fish cakes inside would be wrapped in plastic and sealed to ensure freshness.

Starpack: Norwegian Fishcakes Jump off the Shelves / / Fjord Fishery

Packaging

This is the final packaging completed, and with the string tie undone to show how the cakes could be wrapped inside. On the far left is an illustration of what the packaging could look like on a supermarket

shelf, and with advertising to promote the brand. This is supported by more in store promotion above. The brand could extend to different flavours of fish cake, with corresponding colours for each package.

Grace Buckley

Starpack: Norwegian Fishcakes Jump off the Shelves / / Fjord Fishery

Product and Distribution