A Box of Ocean
Scope
Design Strategy
Art Direction
Illustration
Packaging Design
Family-owned food brand Biggans have been serving fish paste to Swedes since 1952, but needed to reach a new, younger group of consumers. Böcklingpastej is a popular staple, but is traditionally consumed by older generations.
A Box of Ocean
Family-owned food brand Biggans have been serving fish paste to Swedes since 1952, but needed to reach a new, younger group of consumers. Böcklingpastej is a popular staple, but is traditionally consumed by older generations.
Scope
Design Strategy
Art Direction
Illustration
Packaging Design
It may seem strange to anyone outside of Sweden, but Biggans is one of several smoked herring fish pastes available in Scandinavian supermarkets. As a result, the packaging refresh needed to make the product stand out on crowded shelves as well as appeal to a younger audience.
Biggans needed the packaging of its böcklingpastej redesigned for the retail market, including metallic tubes and cardboard packaging used in displays. An unusual product demanded an unusual approach, and the final concept was built on the tagline, ‘a box full of ocean.’
Biggans’ tubes of böcklingpastej were transformed into a shoal of herring by printing a single layer of blue ink onto their silvery aluminium surface, giving the packaging the appearance of fish scales. As the tubes are removed from their cardboard box and sold, they reveal a set of oceanic illustrations and eventually, once empty, an idealised ocean floor.
A box full of fishes and an empty box with the bottom of the ocean printed on the inside of the box. An empty or half empty box should be attractive too.
Awards
European Design Awards, Gold
FAB Awards, Gold
One Show, Merit
Guldägget, Diploma