The Birds Eye division of Nomad Foods has introduced a new packaging identity design for its fish finger range in the United Kingdom. The Manchester-based Brandon brand design consultancy, which recently rebranded the company’s Simply Breaded and Harry Ramsden’s coated fish range, created the fresh look for the iconic brand that has been synonymous with frozen fish in Britain for generations.
The redesigned retail packs move away from a “masterbrand” approach to focus on the Captain Birds Eye image that many adult consumers respond to positively. It stands out in freezer cabinets and appeals to mums and other shoppers who nostalgically recall the Captain from their childhood. This memory can be a positive driver to connect families in today’s fast-paced world, where many parents long to enjoy meal occasions around the table free of intrusion from distracting digital devices.
The new packaging prominently profiles a smiling Captain Birds Eye making a friendly hand gesture. Cod, Haddock, Omega 3 and Crispy Batter range differentiations are clearly signposted with bold slab colors to denote various offerings of fish fingers.
“We were eager to ask Brandon to help with the redesign of the brand we are most best known for, the Birds Eye fish finger,” said Adam Draper, general marketing manager at Feltham-headquartered Nomad Foods. “We set out with the same goal – to make it as easy as possible for consumers to find their favorite fish finger brand. Bringing the Captain back to the table in a more prominent way just made sense. He stands for a lot of good memories with families, and had to play a stronger role on packaging.”
“We were delighted to help take Birds Eye fish fingers on the next stage of its long voyage. In part looking back to what was good about the past, bringing the Captain back to the nation,” said Richard Taylor, managing director at Brandon. “We set out with three clear goals: hero the Captain; drive the emotional fish fingers meal photograph; and ensure that color helped us to stand out on a busy fixture.”
