Frozen food brand Birds Eye has announced the launch of a new packaging design for its Simply Breaded and Harry Ramsden’s ranges of breaded and battered fish.
Conceived and executed by brand design consultancy Brandon, the new designs mark a move away from the masterbrand strategy Birds Eye has adopted over the past ten years.
In recent years, with increased pressure on Birds Eye from more sophisticated own-label branding, the company’s packaging had failed to stand out on shelf.
The existing colour scheme of red for battered products and dark blue for breaded ones, combined with separate colour coding for different fish species, have now been incorporated through the entire packaging design so that consumers can more easily identify the products they are looking for in the freezers.
Birds Eye UK marketing director Steve Chantry said:
“At Birds Eye, helping our consumers has always been at the core of how we approach everything.
“Our products are designed to help mums serve up nutritious, delicious food every night of the week and anything we can do to help the shopper identify the products they want with ease is a plus point.
“We feel our new Simply Breaded and Harry Ramsden packaging designs, with extended colour coding across the graphics and photography, does this through simplifying their shopping experience.
“Captain Birdseye is a firm family favourite but we wanted to make sure that rather than just spotting the Captain, consumers could spot the particular product they are after.
“Brandon has been a fantastic partner from start to finish; they immediately understood our challenge and offered a solution that retains the nostalgia of our brand, which consumers know and love, whilst building each sub-brand’s individuality.
“We love the new designs and hope they will catch consumers’ eyes as much as they have ours.”
Brandon managing director Richard Taylor said:
“This brief from Birds Eye is the kind of challenge we really enjoy getting stuck into.
“It wasn’t just the fact that we were able to work with such an iconic brand, but that we were able to help consumers and drive a real change in the shopping experience.
“The simplification of the design was a really important factor in drawing the consumer back to this much beloved brand and making the overall buying experience, easier and more convenient.”