View news and innovations from PACK EXPO 2024
View all the latest news and innovations from PACK EXPO International 2024

Bistro-inspired identity for frozen fish packaging

Creative concept for Birds Eye meals shows that the premium product provides a dining out experience at home, but without the hassle of a long, drawn-out cooking process.

Birds Eye is disrupting the frozen fish sector in the U.K. with a new identity and packaging for its premium Inspirations range.
Birds Eye is disrupting the frozen fish sector in the U.K. with a new identity and packaging for its premium Inspirations range.

Birds Eye is disrupting the frozen fish sector in the U.K. with a new identity and packaging for its premium Inspirations range created by creative agency Brandon.

Brandon’s design uses mouth-watering images of food on the front of pack, inspired by the editorial style of food photography currently seen in food and lifestyle publications.

Brandon’s work moves away from the rest of the frozen fish category, strengthens the brand, and creates an iconic logotype icon reminiscent of restaurant signage to communicate the premium quality of the product.

Colorful lifestyle images of fresh food dominate the front of pack and highlight the premium nature of the Inspirations range, helping it stand out from its competitors, where the prevailing packaging is often too black and difficult to see through a frosty freezer cabinet window.

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