CleanFish is a well-known purveyor of superior quality seafood that wanted to introduce to retail consumers the first organically and sustainably grown shrimp, raised free of antibiotics, hormones, phosphates, pesticides and preservatives—something never before done in the U.S. Shrimp product packaging is confusing, meaningless, or worse, deceptive. Manufacturers may not always tell (or even know) the truth about the origins of the shrimp they offer. Shopping for it is laborious: packaging can have so many claims that it’s hard to know which ones to trust. A label proclaiming that shrimp are “natural” or “wild” can obscure the fact that some varieties aren’t necessarily fresher or more flavorful—and certainly not sustainably grown or organic. The challenge was to appeal to consumers who sought a tasty eating experience but wanted to be assured that they were purchasing environmentally-friendly farmed shrimp
Our approach had two goals. Consumers need clarity: essential product information that is quick to access and understand. And number two, today's preferred consumers want to know if what they are purchasing is harmful to the environment, organic and/or sustainably grown. We created a concept that would convey the fresh qualities of the product using an appetizing image of a cooked shrimp, simply placed on the end of a fork. This immediately communicates what the product is without resorting to using a window showing ugly grey frozen shrimp or a photo of a crowded tabletop plate. The new wordmark is fresh and sea-like. The top copy block is a succinct summary of the product qualities. The tagline is specific to the organic nature of the product and its origination. The graphic photograph features a prepared tail-off, deveined and peeled shrimp—a visual promise of delicious quality. The use of white conveys purity while the blue waves conjure up images of the sea. The BCS and EU organic symbols certify the organic quality of the product
The packaging appeals to millennials and those concerned about the environment and sustainable stewardship of land and sea. It elicits comments that the product is superior quality, and it has created higher price/value perceptions for the brand versus the competition. In addition, the wordmark, brand and design format are applicable to future line extensions for other kinds of seafood.