Compe&&ons The Saucy Fish Co. Arparporn Insawang h9ps://helloeve1.wordpress.com
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1 Compe&&ons The Saucy Fish Co. Arparporn Insawang h9ps://helloeve1.wordpress.com
2 The Saucy Fish Co. - Requirement / Brief I decided to choose this brief because I am interested in designing packaging, but as I had never done it before. So here is the brief! The Task & What they want: Create a func9onal and structural packaging solu9on for a new range of Saucy crispy, coated fish. oozing sauces. Looking for the perfect structural packaging to make it pop on-shelf and give the consumer the perfect ea9ng experience. The packs need to really stand out on the chilled fish fixture. Be bold, but without any unnecessary packaging. Believe that fish is always the hero - definitely don t want to hide it. Squeamish about touching fish - it would be fantas9c if the packaging was clever enough to go straight into the oven. Want to share our top 9ps and serving sugges9ons on the packaging to make it as easy as possible to enjoy our lovely fish at home. Pack design (including logo and colours) are not part of this brief it s all about the shelf packaging and how it enhances the consumer s ea9ng experience.
3 The Saucy Fish Co - Requirement / Brief A Brief History of The Saucy Fish Co : Coated Fish market is worth over 122m and over 7.4m households purchased from the category last year. Most products available in supermarkets today are fairly simple: a piece of fish coated in breadcrumbs, bauer, and seeds etc. tasty but not very exci9ng! As a result of this : Fish is mainly bought and eaten by people aged 45+. This profile contrasts with the core consumer of The Saucy Fish Co., who is typically younger (under 34), pre-family and more affluent (38% are ABs). Target younger consumers and encourage them to buy and eat more chilled coated fish sold under The Saucy Fish Co. brand. Small insight to the brand: Launched a range of prepared fish expertly paired with delicious sauces that took the fuss out of cooking fish. A brand that has been enjoyed by over 4 million households since it's launch, and which has encouraged a whole new market of younger shoppers to buy chilled fish. The pres9gious accolade of CoolBrands status for the past three years, pu_ng us alongside the likes of Apple, Firefly, Five Guys, ghd and Spo9fy as an icon of its sector.
4 The Saucy Fish Co - Requirement / Brief The Target Audience: 1-2 person pre-family households aged under 34 years. Aspiring foodies with a_tude, who want to enjoy ea9ng fish at home in a convenient format that fits in with their busy lifestyles. The Considera&ons: Packaging has to complement the chilled coated fish inside; support the quality posi9oning of the brand, protect the product whilst it s on shelf and being transported home so ul9mately enhancing the consump9on occasion by ensuring the fish is as fresh as when it was caught. All of our packaging needs to recyclable and lightweight. Maximise efficiency from the shelf-space Use the shelf space as efficiently as possible. The Saucy Fish Co. is currently distributed in Sainsbury's, both supermarkets and locals, Waitrose, Co-op and online from Ocado. Stocked overseas in Delhaize in Belgium.
5 The Saucy Fish Co: Journal Notes These are some of my journal notes that helped me think about ideas for my fish packaging concept.
6 Exis&ng The Saucy Fish Co. Packaging Having looked into the Saucy Fish Co.'s current packaging it looks as if they have 3 main types that exist at the moment; sleeves, boxes, and foil bag packs. I established the main advantages and disadvantages of each 1. Sleeves Makes the product visible Uses the brand logo as part of the packaging Plas9c tray won't go soggy and is durable 2. Boxes Supermarket-shelf efficient Easily recyclable Doesn't show the actual product 3. Foil Bag Packs Irregular shape Non-recyclable foil Customer doesn't have to touch the fish
7 Exis&ng The Saucy Fish Co. Packaging They are definitely targe9ng a younger audience by using bright and eye catching colours from looking at their products they use a really simple packaging but is also consistent although not pushed through they are definitely environment conscious and animal friendly. I really like how minimal and contemporary it feels, thanks to the type decisions and colour paleue. My ini9al a_tudes towards their branding are extremely posi9ve and I think that I should take a lot of inspira9on from the exis9ng branding when I begin designing my packaging solu9ons. I like the use of black and white plus one strong colour which represents the product inside, this is subtle design decision. I really like how minimal and contemporary it feels, thanks to the type decisions and colour paleue. My ini9al a_tudes towards their branding are extremely posi9ve and I think that I should take a lot of inspira9on from the exis9ng branding when I begin designing my packaging solu9ons. I like the use of black and white plus one strong colour which represents the product inside, this is subtle design decision.
8 Exis&ng The Saucy Fish Co. Packaging The Saucy Fish Co use very bright colours, but I feel they're a bit feminine at the moment as they tend to be pastel shades. By using more concentrated colours the femininity is neutralised somewhat whilst also making the colours more exci9ng, something the brief requires. The 4 colours are to be used for different flavour categories of fish; green for herby flavours, orange for cheesy flavours, red for spicy flavours, and purple for any other obscure flavours.
9 Exis&ng ready to cook fish dishes. Looking at all there ready to cook fish products would hopefully give me some more inspira9on in crea9ng this product which is unique as well as prac9cal for what is needed Plas&c: A lot of the packaging involves plas9c. The brief is asking us to be environmentally aware as well as cost efficient, so I want to avoid using plas9cs that aren t recycled or recyclable. I need my packaging solu9on to be oven safe and 100% recyclable.
10 Exis&ng ready to cook fish dishes. Colour A lot of dark tones, mainly dark blues, greys and black. Black connotes premium quality and luxury; it s always chic, sophis9cated and en vogue. It s understandable why it is used across premium fish products. Bold, punchy colours contrast well with black. The exis9ng branding for the Saucy Fish Co used a lot of black. This is something we are either thinking of abandoning or keeping the same, undecided at this point Material I no9ced that a large percentage of the packaging used cardboard sleeves to contain the informa9on about the product. These sleeves slide over the plas9c tray containing the actual fish. The fish was either vacuum packed or had a plas9c film encasing it. These sleeves are func9onal, but very simple and border on being boring. I think sleeves work well and I will probably look into using one for my packaging
11 Prototype This is a very basic prototype of my packaging concept. I created it to plan the design of the labels, sauce/fish peekhole/window, etc.
12 COMPLETELY RECYCLABLE Ini9al Design One of my first concept designs I made to get a feel for the structure, fonts, paleue, and overall style of the packaging. THE SAUCY FISH CO. SALMON SMOKED FILLETS TWO FILLETS WITH A DELICIOUS DRESSING CHILLI, LIME & GINGER DRESSING THE SAUCY FISH CO. THE SAUCY FISH CO.
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14 Final Design My final design involves a paleue determined THE SAUCY FISH CO. TWO FILLETS WITH A DELICIOUS DRESSING SEA BASS 225g USE BY MARCH 25
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