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Before and After: Conserveira de Lisboa

by Tiffanie Pfrang on 02/13/2013 | 4 Minute Read

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we are boq had been working for the past 3 years in a new packaging system for Conserveira de Lisboa,  a traditional shop in Lisbon specialized in tinned fish since 1930. Since all products are hand-wrapped in the store, the work consisted in designing the wrappers and identity system for their three brands of tinned fish: Tricana, Minor and Prata do Mar.

"The challenge with this project was that the store has a long tradition in terms of packaging and the last time they tried a radical change their clients didn't like it. They told us that they needed new wrappers without changing anything."

 

 

"We began with an graphic archaeology exercise, looking for the old wrappers, while gathering all of the current ones, registering their characteristics, such as colors, tin shapes or kinds of paper. This allowed us to identify a set of elements that built the visual heritage of Conserveira over the course of its history.

From this foundation we redesigned the identity and packaging for the three brands, in a quest to change without changing."

Before: "In Prata do Mar, we found that in the brand’s original trade mark, the black and white image, the boat is in a troubled sea. It was based on this research, and on all of the elements gathered from the old and current wrappers, that we designed a new identity for the three brands."

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After: "For the new identity of Prata do Mar, we recovered the narrative of the boat that goes through a troubled sea and returns to shore. We kept the strip with the brand name and recovered the focus on the name of the product that we found in the older tins."

Editorial photograph

Editorial photograph

Before: "In Minor, the brand used for the smaller fish, we found these wrappers with a cat’s head, placed within a white circle, with the brand name Minor on the top, as if it were a Portuguese Looney Tunes; we found this to be a stronger image than the one being used more recently - those on the bottom line."

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After: For the Minor brand, we were unable to resist old wrapper we had liked; we sim- plified it slightly, creating greater emphasis around the word Minor and made the name of the product clearer.

With wrappers in two color schemes and a new palette, this set became more co- hesive and fun. In Minor and the other brands, we kept an important characteristic: all of the products have colored lateral stripes so that they can be found easily on the shelf.

Editorial photograph

Editorial photograph

Before: in Tricana, we liked the contrast between the lady and the main ingre- dient, has we can see in the tin where she is about to be attacked by a giant squid. We also found that the font initially used for the brand had been lost.

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After: For Tricana, we created a new typeface for the name of the product, recovered the original one used for the brand, made her face a little more symmetrical and created a new set of illustrations for the fish. We also introduced a background that identi- fies the main preservative: olive oil, vegetable oil, tomato or water.

Tricana is Conserveira’s largest and most varied brand, both in number of products and in tin formats, and, as such, it has been a challenge to adapt the image to new products as more are developed.

Editorial photograph

Editorial photograph

Editorial photograph

Editorial photograph

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