John Dory - Frozen food products

Design: Moloko Creative Design Agency
Location: Belarus
Project Type: Produced
Client: John Dory
Product Launch Location: Belarus
Packaging Contents: Frozen seafood
Packaging Substrate / Materials: Plastic

The aim was to bring frozen seafood brand John Dory’s new line, MOPE от John Dory, to the frozen products market under its own new trademark. Based in Minsk, Belarus, and represented by the retail network SeaFoodBar by John Dory, the line’s brand products are of a high quality. The main target audiences are those who like quality products and are looking for an alternative to chilled seafood and fish.

It was important to diversify the product range, which, in our country, is represented by simple vacuum packaging that doesn’t have any design or has a really poor design. We wanted to bring quality packaging design to the industry. Our task was to increase the level of frozen products in the Belarusian market.

First, we used sand as a background, which was a direct reference to the sea. Secondly, we used only two colors. The main color is scarlet, bordered by bright orange. It reflects the color of tuna meat and shrimp. The scarlet color highlights the name and benefits of the product on the package. And we added the additional color of saturated blue. This is a hint of sea water.

All the elements and illustrations are lined with soft sand from the bottom of the sea. We also added fishing nets, and the illustrations of tuna and shrimp creates a vintage mood for the whole package.

We were able to take all client's wishes into account and reflect all necessary product information on the packaging. At the same time, we made it interesting, preserved the hierarchy of text blocks, added negative space and all of the brand’s important product advantages.

We also did not use photos, and, instead, made the choice to use easy illustrations. This method helps to not distract the buyer’s attention from the main information on the package.