The Need and the Solution

Interested in updating their packaging design, I was given the opportunity to approach this redesign without limitations, and after learning more about the history of this small business, I knew this was an excellent opportunity for storytelling.

Ultimately, food packaging has to sell a product — tease the customer’s appetite and stand out from the crowd. But when authentic storytelling is added to the art direction, we can also build a much deeper connection, more lasting impression and stronger brand affinity, especially when the brand can tell a rich story that authenticates the product’s quality and unique history.

Previous Packaging:

The previous packaging design (below) prioritizes commercializing the product and reflects an attempt to mainstream the brand — a direction that has no relevance in today’s market.

Proposed Redesign:

The proposed redesign incorporated editorial photography, a rich but classic coastal palette, textures that evoke a sense of comfort and family and a blend of contemporary bold typefaces and casual handwriting style fonts. Every design detail speaks to the bay from which the crabs are farmed, and the genuine people who have proudly maintained traditional fishing and packing methods to create the products they love, with passion and integrity.

Reverse and Side Panels:

Alternative Design Option:

Sticker Packaging Design: