Independent Fisheries wanted an eye-catching return to the supermarkets after a long period of absence. The challenge was to deliver a cost-effective, engaging range of packaging that would stand out in the cluttered frozen goods section. The product would compete at the mid to low end of the value chain as a New Zealand-made family favorite.

A graphic family of different fish types was created to represent each of the different product varieties. Vibrant colours were picked to create a point of difference and enhance shelf impact. The textured background and graphic device of a blackboard established a bespoke “fresh from the fishmonger” feel.