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Hologram's cool graphics, cooling effect improve fish package (sidebar)

A hologram on its shippers helps the Honolulu Fish Co. answer two challenges in marketing fresh fish. The first is to establish a brand identity, and the second to keep fish as fresh as possible while it is air freighted from Hawaii to the mainland.

Shipper with holographic paper laminated to it establishes brand identity for Honolulu Fish Co. The company ships fish by air fr
Shipper with holographic paper laminated to it establishes brand identity for Honolulu Fish Co. The company ships fish by air fr

Packaging Technique: The company ships mahi-mahi and specialty seafood from Hawaii to upscale restaurants in the

continental United States. It uses corrugated shippers insulated with a 1”-thick sheet of expanded polystyrene on the inside. The fish itself is in a foil bag flushed with argon gas. The fish starts out at about 33º F, and frozen gel packs help keep the fish cool enough to achieve a 48-hour shelf life.

But in an unusual packaging technique, Honolulu Fish has a holographic paper laminated to the outside of the corrugated shipper. The holographic pattern reinforces brand identity and helps preserve product quality.

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