NORWEGIAN FISHCAKES JUMP OFF THE SHELVES // FJORD FISHERY RESEARCH & INITIAL MOCKUPS 1

Fjord Fishery is a new brand of luxury Norwegian fishcakes. They will be sold in upmarket supermarkets such as Booths and will be bought by mature working adults who can afford them as a quick tea after a long day at work. They might have children who they buy the fishcakes for as well as a healthy but fast meal idea.

The Fjord Fishery brand will promote the fresh, high quality and tasty nature of Norwegian fish. The fish is caught in a sustainable way in Norway’s fjords and is certified by the Norwegian Seafood Council.

The brand identity of Fjord Fishery is inspired by Norway’s natural gifts: the Northern Lights and fjords. These emphasise the fresh, clean nature of Norwegian fish and make it more appealing to people who consider their health and are environmentally conscious.

The packaging was originally inspired by rice cake wrapping, with the two cakes stacked on top of each other for a more innovative solution to fishcake packaging. This was altered to a hexagonal design that is more structured and more protective of the fishcakes inside, inspired by a gift box design.

NORWEGIAN FISHCAKES JUMP OFF THE SHELVES // FJORD FISHERY NET, CONSTRUCTION & BRANDING

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The main imagery involves the Northern Lights over a Norwegian Fjord watercolour. Above is the original artwork inverted in Photoshop and then with the logo over the top.

Norway is famous for its salmon and is one of its main exports. The hand drawn/painted theme gives an organic feel to the branding reflecting the sus-tainable brand values, which is why the salmon was hand drawn and scanned to use in the logo.

The font is Gill Sans which is a clean sans serif. It is clear and stands out well against the detail of the fish illustration and the painting. The blue signature colour is eyedropped from the Northern Lights painting.

Far left above is the net for the packaging with all the measurements, and below that the steps to make it. If it was made in industry it would be made with carton board and printed using offset lithography. The string tie at the top goes with the sustainable, environmentally friendly feel of the design, but as it is not that secure, the fishcakes inside would be wrapped in plastic and sealed to ensure freshness.

NORWEGIAN FISHCAKES JUMP OFF THE SHELVES // FJORD FISHERY PRODUCT AND DISTRIBUTION 3

This is the final packaging completed, and with the string tie undone to show how the cakes could be wrapped inside. Finally, the packaging is shown with fishcakes next to it to show its relative size.

On the far left is an illustration of what the packaging could look like on a supermarket shelf, and with advertising to promote the brand. The brand could extend to different flavours of fishcake, with corresponding colours for each package.