Take a dive into the depths of the deep blue with this packaging designed for fresh, smoked, and preserved fish. Designed by Jekyll and Hyde, a minimalist approach was taken in redesigning the brand “Ocean” to target a younger demographic that wouldn’t normally partake in such cuisine. To best represent the brand’s mission to provide it’s customers with the freshest fish, the product is packaged in clear containers with a photorealistic illustration of swimming fish.
“In order to demonstrate the freshness of the product we decided to show that the consumer buys almost live fish. That is why the photorealistic illustrations of swimming fish appeared on the packaging. As we are observing them sitting on the quay or on the deck of the boat. Not from the side as in the aquarium, but from above as the fishermen see them.
The logotype should be described separately. If we say the word “ocean”, our imagination immediately draws us the giant, boundless element. Endless, unpredictable, majestic. That’s why we decided, that the logotype will take the most part of the packaging and of all the composition. Besides, it is a part of spatial perspective and givesto the illusion the bigger “reality”.”
Idea: Mikhail Rakov
Art-directors: Aleksei Pushkarev, Gleb Sergeev, Egor Preobrazhensky
Designers: Aleksei Pushkarev, Gleb Sergeev, Nilolai Nedashkovsky
Illustrator: Vitaliy Kolomeets
3D visualization: Alexandr Boiko
Managers: Elisaveta Chkhaidze, Elena Palamarchuk
Creative Director: Mikhail Rakov
Designed by Jekyll and Hyde
Country: Russia
