Melbourne agency Motor Brand Design has attempted to challenge the status quo of the frozen seafood category through new packaging for Pacific West’s Ocean Chef brand.
Using the launch of new marinated prawn products as an opportunity to reinvent itself, Ocean Chef has attempted to redefined the visual language of the frozen fish and seafood category with the new packaging.
Peter Cooper, design director at Motor Brand Design, said that while the food itself is obviously a key point of focus, conveying a sense of where it has come from was how the agency felt it could differentiate Ocean Chef from the competition.
“The moodiness of the pack design is reflective of the actual conditions you might find out on a trawler in the open ocean, as we found out the hard way,” he said.
“We feel this design is a true game-changer for the category.”