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.