New SeaPak design emphasizes core assets while incorporating fresh elements of chillax campaign.
New Design for SeaPak´s Seafood Product Line Hits Shelves
(UNITED STATES, 1/31/2018)
Voicebox Creative, an established branding and packaging design agency, today revealed its new packaging design for SeaPak Shrimp & Seafood Company, the nation's #1 retail brand in the frozen specialty seafood category.
SeaPak hired Voicebox to redesign its logo and 30+ product SKUs to better align the brand with its message of allowing busy families to “chillax” and escape the stress of meal time with nutritious, easy-to-prepare seafood from SeaPak.
SeaPak Shrimp & Seafood Co. makes the #1 selling butterfly shrimp, popcorn shrimp and shrimp scampi in the country, along with many other great shrimp and seafood products.
“SeaPak’s insight and confidence to put the consumers’ lifestyle first in their brand messaging was key in our design process,” said Jacques Rossouw, Creative Director for Voicebox. “Designing for today’s consumer involves listening and observing how a brand’s story is seen, heard and experienced in the market – something on which we as an agency pride ourselves – in order to deliver a package that has stopping power and communicates a compelling message to the consumer quickly and effectively.”
From Jumbo Butterfly Shrimp to delicious Crab Cakes and Salmon Burgers, SeaPak brings a yummy dose of chillax to your dinner table.
The refined look stays true to SeaPak’s classic image as to not confuse consumers, but marries the brand’s iconic equities with that of the attributes it is communicating to new consumers looking for real food ingredients. Voicebox made the products the focal point of the packaging, inviting consumers to picture a relaxing, healthy and easy meal made with SeaPak products. To separate SeaPak from others in the competitive frozen seafood section, Voicebox positioned the products on a nautical-themed white plank background with light blue accents. A more current font style was added as was the brand’s inception date, which further exemplifies the brand’s history of providing quality, great-tasting, responsibly sourced seafood for nearly 70 years.
For more than sixty years, SeaPak Shrimp & Seafood Co. has been the trusted brand of seafood products that make bringing the taste of the coast to the dinner table both simple and delicious.
“Voicebox’s substantial experience helping larger, well-established, high-quality brands refresh and reinvigorate their packaging made this process easy and fun,” said Kristen Beadon, Marketing Manager at SeaPak. “We are incredibly pleased that Voicebox’s new design allows SeaPak to break through the clutter of the freezer door, uphold and communicate our key brand benefits and is flexible enough to apply to new product additions.”
The redesigned packaging is just hitting shelves and includes classic fan favorites Popcorn Shrimp and Shrimp Scampi, new products like Pub Style Beer Battered Cod and Pub Style Beer Battered Crab Poppers as well as items in the SeaPak Selections product line such as Creamy Garlic Shrimp and Lemon Pepper Shrimp.
SeaPak has been using coastal-inspired recipes to make great-tasting shrimp and seafood for nearly 70 years. The company is committed to helping busy families reduce stress and increase wellness by offering mindful, authentic, quality seafood products. The trusted name for delicious seafood products since 1948, SeaPak today produces America’s No. 1-selling retail frozen shrimp brand within the specialty seafood category. SeaPak is highly regarded within the seafood industry for its adherence to the utmost in quality standards and for its commitment to resource management and sustainability.