US Crab meat firm redesigns packaging for EU launch

The project involved turning the brand’s original packaging into a sleek and clean look that would be suitable for the European market with translated texts.

Anish Mistry, MD, Clip Creative, said the patented pouch design had some limitations but the team brainstormed several ideas and reproduced them on a variety of mood boards to see what they would look like.

Simple, clean design​

“Our aim was to create a simple, clean and effective design that would display the six variants of the Blue Star crab meat​,” he said.

“We then created six design concepts for their packaging that would appeal to the UK and European market. Their chosen concept involved food photography which we dealt with in house​.

“We then edited the images and designed the final packaging. ​

"We also embarked upon a PR launch as well as their social media strategy​.”

Sustainable packaging​

Blue Star Foods is a producer, packer and seller of blue crab meat with 12 production factories across the world. Its headquarters is in Miami, US.

The company sells pasteurized crab meat in sustainable and ethical packaging and its green pouches for Eco-Fresh crab meat are patented worldwide and pending in the US.

John Keller, CEO, Blue Star Foods said since the eco-pouches were introduced in 2003, the packs have saved more than 866 tons of metal can packaging material.

Team wins second project​

He said the team came up with an impressive design delivered on time and on budget. As a result, the agency has won another project with the firm.

“The patented pouch design did have some limitations but the end result looks amazing and the client was incredibly impressed​,” added Mistry.

“So much so that since then we have produced further marketing materials, mock ups of the pouches for buyers, another sub brand and we have been approached by two South American brands to do their packaging as well​."