The brief was to create a brand for the Norwegian Seafood Council with a strong Norwegian identity based on its natural gifts, lifting Norwegian seafood out of the ordinary.The branding must then be applied to innovative packaging for two premium fish cakes that would stand out on the shelves compared to own label brands and be sustainable where possible.

 

The brand identity of Fjord Fishery is inspired by Norway’s natural gifts: the Northern Lights and fjords. These emphasise the fresh, clean nature of Norwegian fish and make it more appealing to people who consider their health and are environmentally conscious. 

The main imagery involves the Northern Lights over a Norwegian Fjord watercolour.Norway is famous for its salmon and is one of its main exports. The hand drawn/painted theme gives an organic feel to the branding reflecting the sustainable brand values, which is why the salmon was hand drawn and scanned to use in the logo.
 
The fishcakes stack on top of one another inside the hexagonal packaging, offering a more innovative solution to fish cake packaging than what is currently available in supermarkets. The string tie at the top goes with the sustainable, environmentally friendly feel of the design, but as it is not that secure, the fishcakes inside would be wrapped in plastic and sealed to ensure freshness

© Copyright 2014, Grace Buckley