Grieg Seafood Design & Branding SKUNA BAY by DDB Vancouver


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Industry Seafood
Media Design & Branding
Market Canada
Agency DDB Vancouver
Creative Director James Bateman
Copywriter Geoff Vreeken
Producer Gayle Robson, Courtney Smith
Released October 2012

Credits & Description

Category: Sustainable Packaging
Product/Service: SKUNA BAY SALMON
Creative Director: James Bateman (DDB Canada/Karacters Vancouver)
Senior Art Director: Tim Hoffpauir (DDB Canada/Karacters Vancouver)
Copywriter: Geoff Vreeken (DDB Canada/Tribal Vancouver)
Account Manager: Kelly-Anne Davis (DDB Canada/Vancouver)
Producer: Gayle Robson (DDB Canada/Vancouver)
Producer: Courtney Smith (DDB Canada/Vancouver)
Photography/Retoucher: Andre Pinces (André Paul Pinces:Photography & Films)
Marketing Manager: Dave Mergle (Grieg Seafood)
Printer & Box Development: (Cascades Thermafresh)
Media placement: Packaging - Distributed To Restaurant Kitchens - 1 October 2012

Describe the brief from the client
Traditionally, fresh wholesale salmon is sold through trade distribution networks and delivered to restaurant kitchens in generic polystyrene boxes. Our client, Grieg Seafood, asked us to design new packaging for their premium salmon that was more environmentally sound, and communicated the quality of the product to chefs at the delivery door.

Describe the challenges and key objectives
The key objective was to differentiate the product by way of its attributes: sustainable salmon from the purest of Canadian waters, carefully processed by passionate experts and packaging that is recyclable and free of styrene. The primary challenge of this assignment was to translate the brand idea of ‘Craft Raised Salmon’ into a fully functional, but non-traditional package design.

Describe how you arrived at the final design
The final design required an authentic extension of the Skuna Bay brand idea. The mandatories of the brief dictated a box that was insulated, waterproof and cost effective. We discovered the Thermafresh technology, which not only delivered on these requirements, but was recyclable, an attribute key to the essence of ‘Craft Raised Salmon’. The final design solution made use of the craft nature of natural cardboard, in combination with simple, but considered 1-colour printing. To illustrate the real care and attention that goes into the product a hand-written label is applied to every box.

Give some indication of how successful the outcome was in the market
Since the brand’s launch in February 2012, Grieg Seafood has secured over 100 premier restaurant listings in the Southwest US market including such notable destinations as Bouchon, Craft and Nobu. In addition, this spring the company secured 50 listings in just 1 month in the Chicago market and the Skuna Bay brand name is being used to describe the product on restaurant menus.