| Saucy Fish packaging wins design award |
By: Rebecca Hubbard
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Posted: Monday, November 15, 2010 11:32 am
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The Saucy Fish Co. has beaten off the most creative competition from some of the UK’s leading brands to take top spot in a prestigious design award – just ten months after it launched.
Packaging for the 13-strong range of high quality fish and sauce combinations - which was created by brand consultancy Elmwood - scooped Marketing magazine’s first place Design Award in the FMCG category. New to the market this year, it defeated a host of established, famous brands such as Guinness and Brylcreem.
A fantastic blend of consumer insight, attitudinal branding, simple striking messages and innovative in-store presentation means this design is hard to miss on the chiller shelf or fish counter.
Its recyclable and functional packaging is sleek and eye-catching – combining black with bright citrus colours to create real standout. It also comes with easy to follow cooking instructions and a window to show you exactly what’s inside.
It’s The Saucy Fish Co.’s second design award win in as many months after also taking the premier position in FRESH Design Award’s Packaging category.
Simon Smith, Sales and Marketing Director at The Saucy Fish Co., said: “Prior to launch, our research showed that supermarket fish offerings often didn’t provide shoppers with the inspiration or confidence to prepare a fish dish from scratch and that chilled fish fixtures weren’t particularly engaging. It also highlighted that although many of us love fish and eat it when we dine out, we often don’t really know how to cook it, how to make it more exciting or which flavours work well together.
“Our brand was developed with these very consumers in mind. Reaching them by creating striking, bright and impactful packaging that matched the product quality and reflected our personality was crucial - and it’s worked. We’ve already delivered sales to date of £5million from our January launch and are well on course to be worth £10million by year end – driving a £2.5million investment into expanded manufacturing facilities in recent months.
“Needless to say, we are delighted that our product has been so well received amongst our customers and the creative design industry as a whole. To beat such longstanding brands when we’re so new to the market – and to have been successfully received by retailers and consumers - is simply thrilling.” |
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