There’s been a lot of buzz about packaging at SeaPak lately. It started last week when the St. Simons Island, Georgia-based company announced that its brand is the first frozen retail label in the United States to emblazon the BuzzFeed Tasty logo on packaging. Shortly thereafter Voicebox Creative, its graphic design agency, unveiled a logo revamp and new look for more than 30 products to better align the brand with its message of allowing busy families to “chillax and escape the stress of meal time with nutritious, easy-to-prepare seafood from SeaPak.”
For the next six months, SeaPak’s Shrimp Scampi will boast an “As Seen on Tasty” image on packaging, as part of its partnership with BuzzFeed’s Facebook channel dedicated to food. SeaPak video promotions racked up more than 45 million impressions and 358,345 engagements via the social media platform in 2017. Tasty reaches over 539 million people monthly, which equates to one in three Americans and two in three Millennials residing in the USA.
“SeaPak’s insight and confidence to put the consumers’ lifestyle first in their brand messaging was key in our design process,” said Jacques Rossouw, creative director for San Francisco, California-based Voicebox. “Designing for today’s consumer involves listening and observing how a brand’s story is seen, heard and experienced in the market in order to deliver a package that has stopping power and communicates a compelling message to the consumer quickly and effectively.”
The refined look stays true to SeaPak’s classic image as to not confuse consumers, but marries the brand’s iconic equities with that of the attributes it is communicating to new consumers looking for real food ingredients.
Voicebox made the products the focal point of the packaging, inviting consumers to picture a relaxing, healthy and easy meal made with SeaPak products. In a move to separate SeaPak from others in the competitive frozen seafood section, its designers positioned the products on a nautical-themed white plank background with light blue accents. A more current font style was added as was the brand’s inception date, which further exemplifies its history of providing quality, tasty, responsibly sourced seafood for nearly 70 years.
“Voicebox’s substantial experience helping larger, well-established, high-quality brands refresh and reinvigorate their packaging made this process easy and fun,” said Kristen Beadon, marketing manager at SeaPak. “We are incredibly pleased that the new design allows our brand to break through the clutter of the freezer door, uphold and communicate our key benefits, and is flexible enough to apply to new product additions.”
The redesigned packaging now hitting supermarket and other retail store shelves across the USA includes Popcorn Shrimp and Shrimp Scampi, as well as new products such as Pub Style Beer Battered Cod and Pub Style Beer Battered Crab Poppers, in addition to well as items in the SeaPak Selections product line such as Creamy Garlic Shrimp and Lemon Pepper Shrimp.
