Designed by Emily Myers, United Kingdom.

Rebrand of Young’s Seafood, the UK’s leading branded producer and distributor of seafood. With the heritage and experience of over 200 years, they understand the importance of sustainability within their trade. The Figure 8 knot, a nautical stopper knot, gives implications of protection, strength and durability, reflecting the brand’s message. The tiled pattern of sea shanties, strong and repetitious work songs, accompany Young’s Seafood in their future labour towards sustainability.

The products are mainly sold in their basic and natural form, which is highlighted through juxapositions in the descriptive language; ‘a magnificently basic fillet’. But despite selling honest and simple products, the brand highlights that plain unadulterated ingredients doesn’t mean boring food. The brand includes a recipe book, which showcases the importance of honest and sustainable ingredients at the heart of good recipes. Recipe cards are also given away in store when a Young’s Seafood product is purchased.

via Packaging of the World: Creative Package Design Archive and Gallery