This product is based on the wild mullet fish that are captured in the northern Taiwan straight by the fishermen from the Hukou Township in Yunlin, Taiwan. For thousands of years, the wild mullet fish have kept to their promise of returning to Taiwan each winter; that is why wild mullet fish has become a traditional delicacy for the last century in Taiwan.
Mullet fish, caught in northern Taiwan only in winter by fishermen from the Hukou township in Taiwan, is famous as a true delicacy. The packaging design with its premium appearance focuses mainly on the use of black as a colour to visualise the fact that this fish is named for its black backside. In addition, the colour concept aims to picture the specific atmosphere occurring during the fishing season, as the coastal fishing villages are then covered with the golden light of mullet fish roe that have been laid out to dry. For this reason, mullet fish roe is also known as the black gold of the sea.
We established a brand named "seafood monster" dedicated to seafood retail. The name is just for fun and build a lot of buzz.
The wild mullet roe is one of the products at seafood monster. Wild mullet fish is obtained from nature and is based on the concept of cohabitation with the environment. The packaging prioritizes environmentally friendly and all packaging materials can be utilized in other ways or recycled.
For the exterior layer we use environment friendly threads weaved into the design of fishing nets and lukas batik dye from Germany is used to dye the net black. The product’s box has been designed to be asymmetrical and take on the familiar form of a fish. In terms of color, a black box made out of 100% recycled paper (certified by Germany’s blue angel) imported from France while the blade mold line traces and extends from the fish’s belly. The visuals on the box are completed with handcrafted gold print. The text on the bottom of the box was printed using soybean ink. Finally, each product is finished with J. Herbin natural pine wax with 345 years of history in Paris to complete quality inspections. The overall aesthetics present the effect of black gold, which is fitting, as mullet roe is also known as black gold.
When the consumer uses the product and removes the fish shaped box from the fishing net and opens the package to obtain the mullet roe, it is akin to personally experiencing the joy of capturing a mullet fish and ripping into the belly to remove the mullet roe. The bottom of the box is designed with measurement lines to facilitate the slicing of mullet roe after grilling. The chef can freely cut slices of various dimensions.
The net and paper box can be reused; the net can be used to carry fruits or seafood at markets and the paper box can be used as a container for tissue.
The fun packaging successful build a lot of buzz and create a new market segment differentiate from our competitions.