At the pinnacle of taste.
"Fuji Crab"
"Fuji Crab"
Our task
Meridian is a company that produces high-quality fish and seafood.
.Необходимо было отстроиться от основного продукта в линейке и сделать акцент на премиальности. Our task was to develop a packaging design for the new premium product «Snow Crab».
Meridian is a company that produces high-quality fish and seafood.
.Необходимо было отстроиться от основного продукта в линейке и сделать акцент на премиальности. Our task was to develop a packaging design for the new premium product «Snow Crab».
Customer
Meridian
Services
Naming
Package design
At the top of taste "Fuji Crab"
Our task
Meridian is a company that produces high-quality fish and seafood.
.Необходимо было отстроиться от основного продукта в линейке и сделать акцент на премиальности. Our task was to develop a packaging design for the new premium product «Snow Crab».
Meridian is a company that produces high-quality fish and seafood.
.Необходимо было отстроиться от основного продукта в линейке и сделать акцент на премиальности. Our task was to develop a packaging design for the new premium product «Snow Crab».
Customer
Meridian
Services
Naming
Package design
Meridian
Services
Naming
Package design
The new product Crab sticks rich in surimi. Surimi is actually a refined fish protein designed to mimic the texture and color of lobster, crab and other crustacean meat. |
The new product
The new product: crab sticks rich in surimi. Surimi is actually a refined fish protein designed to mimic the texture and color of lobster, crab and other crustacean meat.
The new product: crab sticks rich in surimi. Surimi is actually a refined fish protein designed to mimic the texture and color of lobster, crab and other crustacean meat.
Market and competitors
1
Colour similarity: the predominance of shades of blue and orange on the shelf.
2
In most cases, the premium category is sold through a black label or through a clean, almost white label.
3
Active use of monotonous photo zones, where the product looks artificial.
Market and competitors
1
Colour similarity: the predominance of shades of blue and orange on the shelf.
2
In most cases, the premium category is sold through a black label or through a clean, almost white label.
3
Active use of monotonous photo zones, where the product looks artificial.
| Consumers Modern city dwellers who are used to a certain standard of living and quality food. They pay attention to the naturalness and composition of products and they are attentive to their choice in the stores. They choose brands that provide not only guarantees, but also an atmosphere, because the situation of consuming crab sticks is always in the nature of pleasure. |
Consumers
Modern city dwellers who are used to a certain standard of living and quality food. They pay attention to the naturalness and composition of products and they are attentive to their choice in the stores. They choose brands that provide not only guarantees, but also an atmosphere, because the situation of consuming crab sticks is always in the nature of pleasure.
Modern city dwellers who are used to a certain standard of living and quality food. They pay attention to the naturalness and composition of products and they are attentive to their choice in the stores. They choose brands that provide not only guarantees, but also an atmosphere, because the situation of consuming crab sticks is always in the nature of pleasure.
Design
The search for impressions, exotic and naturalness
Surimi originated in Japan. The dish is usually prepared only from white fish filets. Many products are based on this ingredient and are very popular in Japan. The Meridian crab sticks have a high content of surimi. It is this taste that everyone who has ever tried "Snow Crab" products knows and remembers: juicy, tender and rich. The new product also does not contain chemicals and preservatives, however, due to a change in the recipe, this is the closest version to real crab meat.
It was crucial for us to tell the story of the origin of the product in design, emphasise its uniqueness and elevate the consumer to the pinnacle of taste. Therefore, as a visual metaphor, we chose the enigmatic Japan and its main symbol: Mount Fuji.
It was crucial for us to tell the story of the origin of the product in design, emphasise its uniqueness and elevate the consumer to the pinnacle of taste. Therefore, as a visual metaphor, we chose the enigmatic Japan and its main symbol: Mount Fuji.
Design
The search for impressions, exotic and naturalness
Surimi originated in Japan. The dish is usually prepared only from white fish filets. Many products are based on this ingredient and are very popular in Japan. The Meridian crab sticks have a high content of surimi. It is this taste that everyone who has ever tried "Snow Crab" products knows and remembers: juicy, tender and rich. The new product also does not contain chemicals and preservatives, however, due to a change in the recipe, this is the closest version to real crab meat.
It was crucial for us to tell the story of the origin of the product in design, emphasise its uniqueness and elevate the consumer to the pinnacle of taste. Therefore, as a visual metaphor, we chose the enigmatic Japan and its main symbol: Mount Fuji.
It was crucial for us to tell the story of the origin of the product in design, emphasise its uniqueness and elevate the consumer to the pinnacle of taste. Therefore, as a visual metaphor, we chose the enigmatic Japan and its main symbol: Mount Fuji.
The design reflects the idea of gourmet food. The clean minimalistic layout conveys high quality products. The packaging features an illustration of a folded bamboo leaf that resembles Mount Fuji. A crab stick is depicted at the very top, which is a graphic metaphor for the
"pinnacle of taste".
"pinnacle of taste".
The design reflects the idea of gourmet food. The clean minimalistic layout conveys high quality products. The packaging features an illustration of a folded bamboo leaf that resembles Mount Fuji. A crab stick is depicted at the very top, which is a graphic metaphor for the "pinnacle of taste".
The packaging design idea is supported by the name "Fuji Crab" written in the style of Japanese calligraphy. The vertical layout delivering consumer information reinforces the metaphorical message, while being reminiscent of the characteristics of Japanese writing. The main advantages of the product are presented on the left in the shape of icons in order to simplify their reading by consumers.
The packaging design idea is supported by the name "Fuji Crab" written in the style of Japanese calligraphy. The vertical layout delivering consumer information reinforces the metaphorical message, while being reminiscent of the characteristics of Japanese writing. The main advantages of the product are presented on the left in the shape of icons in order to simplify their reading by consumers.
The results
We prepared a modern, stylish packaging design that stands out on the shelf.
We built a new product from the main position "Snow Crab" and sticks containing natural crab meat.
We conveyed the key USP: the high content of minced surimi from the filet of white oceanic fish.
The results
We prepared a modern, stylish packaging design that stands out on the shelf.
We built a new product from the main position "Snow Crab" and sticks containing natural crab meat.
We conveyed the key USP: the high content of minced surimi from the filet of white oceanic fish.
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