TASK Abba Seafoods are the brand leaders in the Swedish seafood market with significant exposure to other parts of the Scandinavian food industry. The key challenge for this totally new product was to try and offer a totally new design solution that would appeal to mums and teenagers.
SOLUTION By using black as a core colour, the ‘rules’ of fish packaging within Sweden have been broken. However with more and more food packaging using this colour, there is no reason why Abba should not consider this solution. Strong colour coding and funky product descriptors add to a more contemporary feel to the pack to appeal to the core target market.