English retailer Tesco has introduced a redesign of their entire Private Brand of mid-tier and premium fresh fish that covered over 50 sku’s. The new designs were created by the UK based design firm R Design.
The underlying concept was to emulate the buzz and atmosphere of a bustling fish market. The packaging was designed to reflect the hand crafted feel of a chalkboard. All the typography was hand drawn and paired with illustrations that highlight the fish type. On the premium products the illustrations change from the fish to that of the flavor or ingredient that comes with the product. e.g. King Prawns with Chili & Coriander.
Bright colors are used throughout both lines to differentiate between the fish type and create hierarchy within the product titles and descriptions. The design was able to adapt across numerous packaging formats achieving a consistent look across the brand as well as a strong shelf presence.