Seaweed, the wonder food from the deep, has been popping up in new forms outside of the most common version found in Japanese cuisine -Nori-or the popular Hawaiin snack Spam Musubi. Now, it’s appealing to the health-conscious as one of the most nutritious and sustainable plants on the planet.
According to Berkley Wellness, seaweed is rich in several vitamins like A, C, E, and B as well as minerals like calcium, potassium and iron. It’s also got the properties of fiber that can increase fullness, which ain’t too shabby.
Keen on the sea, health and the kitchen, the founders of Seaspoon, decided to bring seaweed to the masses by providing a variety of blends and seasonings that are great to top off a smoothie or a baked potato. Together, with the help of UK-based branding agency, The Collaborators, they produced stylish labels and snack packs that combine high-quality ingredients with a touch of couture.
To discover the inspiration behind the branding, we spoke with the director of The Collaborators, Jayne Noblet.
Can you tell us about this wonder food from the deep sea? What is it best suited for?
Seaweed has a higher mineral content than soil-grown plants, twice as much vitamin C as oranges, and ten times the calcium of cow’s milk. It naturally supports your body to build protein effectively, and aids digestion and its antioxidants also help protect against disease. We were so blown away by its properties and enchanted by the beauty of its underwater habitat that the phrase ‘wonder food from the deep’ seemed a natural fit. By turning it into an easy-to-use dried product, Seaspoon has made seaweed accessible to a new health-conscious generation. You can use it as a seasoning or as an ingredient to pretty much anything—smoothies, soups, even brownies!
Walk us through the design process. How did you go from start to finish on this project?
We were asked to create a distinctive brand, from the logo and packaging to the website. After an in-house workshop to get to know the product and client in-depth, we explored four different positions and visual territories.
The client chose our most vibrant, colorful, and modern route, which gave us the scope to create something truly original. Our idea was to combine the beauty of seaweed with the enrichment it gives to your body. We also wanted to make it more fashionable to a young audience.
So, we developed a cast of avant-garde characters and modeled eye-catching seaweed garments on their bodies, showing off glorious algae, while living their most vibrant life. It was a far cry from the standard beach imagery common in the category, and that was the point. We wanted to develop a less expected look that would both intrigue and make a statement. Carefully put together from hi-res images, these flamboyant figures embodied the revitalizing and extraordinary character of the brand.
Does the high-end couture each goddess is wearing represent the flavors found within?
Previously thought of as dull or ugly, our hi-end seaweed couture showcases the bright, playful colors of UK seaweed varieties.
As seaweed is one of the most nutritious and sustainable plants on the planet, did you also create packaging that was? Is it compostable or recyclable?
Sustainable packaging is an on-going concern for all of our clients, but particularly Seaspoon with their connection to the sea.
Unfortunately, they were not able to launch in compostable pouches as the need for shelf-life and barrier properties were not met by the available materials. However, the paper sachets and glass shakers are recyclable, and we are currently working towards 100% packaging that’s recyclable or compostable.
