Ocean Design & Branding So Fresh, That Is Still Wild [image] by Jekyll&Hyde

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So Fresh, That Is Still Wild [image]

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Industry Canned Food, Seafood
Media Design & Branding
Market Russia
Agency Jekyll&Hyde
Creative Director Rakov Mikhail
Released October 2016


Cannes Lions 2017
Design Design Craft: Illustration: Packaging Silver Lion

Credits & Description

Title: So Fresh, That Is Still Wild
Agency: Jekyll And Hyde
Brand: Ocean Trading Company-P
Country: Russia
Entrant Company: Jekyll And Hyde, St. Petersburg
Advertising Agency: Jekyll And Hyde, St. Petersburg
Production Company: Jekyll And Hyde, St. Petersburg
Creative Director: Rakov Mikhail (Jekyll&Hyde)
Ceo: Palamarchuk Elena (Jekyll&Hyde)
Illustrator: Vitaliy Kolomeets (Freelance)
Art Director: Aleksei Pushkarev (Freelance)
Brand Manager: Elisaveta Chkhaidze (Jekyll&Hyde)
Designer: Alexandr Boiko (Freelance)
Illustrator: Vitaly Kolomeets (Freelance)
The photorealistic illustrations are the main elements on the packaging and all design of the company. They are the part of dynamic logotype. Also it is the main part of identification of product (salmon, zander and other fishes). To create photorealistic illustration we involved a specialist in Ichthyology (the branch of zoology devoted to the study of fish) and an animal painter (an artist who specializes in the portrayal of animals).
One of the oldest seafood`s brands in Russia, but almost unknown outside St. Petersburg.Target audience of the product is middle class, who can afford to buy fresh food all year round.
Brief and Goals• Create the packaging for the fish brand “Ocean”• The packaging should reflect the highest freshness of the company's products and its positioning "So fresh, that is still wild".
Campaign Description:
Ocean — a brand of fresh seafood, which gives priority not to artificially farm-raised, but to wild fish.In order to demonstrate the freshness of the product we decided to show that the consumer buys almost live fish. That is why the photorealistic illustrations of swimming fish appeared on the packaging. As we are observing them sitting on the quay or on the deck of the boat. Not from the side as in the aquarium, but from above as the fishermen see them.
After redesign of the packaging brand Ocean became well known all around Russia and Belarus. The company has solved a problem of getting into biggest supermarkets of Moscow, Kazan and others biggest cities of Russia. This is the first time in history of the company when costumers can buy the product not only in St. Petersburg like it was during the last 20 years but almost in every shop in the country.Sales of the product grew 38% in second half of 2016.