The packaging design for the “square fish” branded range of seafood products is a refreshing change from the seafood packaging commonly seen on retail shelves. Greek creative agency mousegraphics was given the task of reinventing the conventional image consumers have of such products, starting with the frozen shrimp (whole and bite size) product, and the agency was determined to create a logo and packaging design “which will be attractive to all ages, user-friendly, memorable".
“Our client is of Turkish origin and distributes his products in Europe, with plans to expand, both in products and markets.” explained mousegraphics. “Our design cue was the very name of the product and the challenge to make something smart and simple, away from usual food clichés.
“We zoomed in the basic and universally recognizable table cloth square grid. We cut a corner in the shape of a fish. We enhanced the illusion of movement through the choice of black and white, an op art effect, based on the dynamic relationship of pattern and line, foreground and background.”
To ensure the packaging would not appear too abstract, mousegraphics also incorporated actual photographs of shrimps in the design.
“Photographs of the actual shrimps or their natural environment were placed on our paper kits,” said mousegraphcs, “in order to balance the approach of abstraction we used for the logo and to differentiate sea food types and packaging options."